In his book The Tipping Point Canadian author Malcolm Gladwell explains how a trend can take many forms. It can be a general change in social behavior, an idea or a fashion. However, why do some trends catch on and others not? What makes one particular brand of training shoe suddenly become the must-have product? How do people find out about trends and what makes people want to buy into them? Is it simply a question of keeping up with other people?
In his new work, Gladwell explores the moment when something becomes common and how products, ideas, messages and forms of behavior spread. He looks at the reasons why trends are similar in the way they develop to outbreaks of disease, or medical epidemics(流行病) .
Epidemics, like trends, start in a very small way, maybe from a single person with a virus, then spread very quickly until they take over the population and appear to be everywhere. Eventually, they will slow down gradually or die out suddenly. Gladwell shows how these changes happen not gradually but at one sudden moment.
Gladwell identifies three types of people who are influential in the development of these kinds of social epidemics:
Connectors are people in a community who have wide social circles. They know a lot of people and like to introduce people to each other. The people they know often come from a variety of social, cultural, professional and economic circles.
Mavens are people with a lot of knowledge or experts in a particular field. They wish to pass on their knowledge to others. Mavenscollect and gather information, so they are the first to pick up on new trends.
Salesmen are people with charisma. They have a “soft” influence over people rather than actual power. This means they are influential because people want to imitate them.
Overall, Gladwell’s book is a thought-provoking read for anyone interested in the origins of trends. What’s more, he writes in a clear style so even the most difficult ideas are easy to understand.