The Tipping Point

alebo Bod zlomu od Malcolma Gladwella

The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire… Look at the world around you. It may seem like an immovable, implacable place. It is not. With the slightest push—in just the right place—it can be tipped.

A study at the University of Utah found that if you ask someone why he is friendly with someone else, he’ll say it is because he and his friend share similar attitudes. But if you actually quiz the two of them on their attitudes, you’ll find out that what they actually share is similar activities. We’re friends with the people we do things with, as much as we are with the people we resemble. We don’t seek out friends, in other words. We associate with the people who occupy the same small, physical spaces that we do.

Six degrees of separation doesn’t mean that everyone is linked to everyone else in just six steps. In the six degrees of separation, not all degrees are equal. It means that a very small number of people are linked to everyone else in a few steps, and the rest of us are linked to the world through those special few.

A preto, keď chceme rozšíriť nejakú (myšlienkovú) epidémiu, treba nájsť tých ľudí, ktorí sú v šírení vedome, či nevedome lepší ako ostatní, myšlienku treba správne podať a zaručiť, aby bola “lepkavá”. Ľahko sa to povie, ale oveľa ťažšie urobí. V knihe ukazujú aj kopu príkladov, mňa naviac zaujali tie o znižovaní kriminality v metre v New Yorku a o učení škôlkárov, ale nedávajú podrobný návod, pretože to sa samozrejme nedá. Kniha však určite stojí za prečítanie. Štyri hviezdičky z piatich.

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