Growth hacking
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This document discusses the concept of tipping points and how small actions can create large changes through growth hacking. It identifies three key factors for creating a tipping point: the law of the few, stickiness factor, and power of context. The law of the few refers to certain individuals ("connectors", "mavens", "salesmen") who can spread ideas widely. The stickiness factor means making ideas unique and engaging to capture attention. The power of context means enabling situations using psychological principles to allow ideas to spread virally. The overall message is that intelligently applying these factors of tipping points can enable significant changes through focused growth hacking efforts.
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Growth hacking
- 2. The Tipping Point How little things make big differences
- 3. Agenda Introduction The Law of Few The Stickiness Factor The Power of Context Take Away
- 5. The Tipping Point Why some ideas, trends, and messages “tip” and others don’t? Based on the science of epidemics, small actions at the right time, right place, and with the right people can create a “tipping point” for a product. Three factors to create a tipping point The Law of the few The Stickiness Factor The Power of Context
- 6. The Law of Few Not all users are equal
- 7. The Law of Few Social epidemics are heavily dependent on the involvement of people with a certain set of gifts Connectors People with wide connections in different fields and conduits between them. Makes change through people Mavens Translates from “one who accumulates knowledge”. Makes change through information and ideas Salesmen Have usual charisma that allows them to be extremely persuasive in inducing others to make informal decisions. Makes change through persuasion
- 9. The Stickiness Factor Criteria of “sticky” things: An epidemic spreads when the contagious agent is naturally infectious, or “sticky”, capable of capturing the attention of the audience Uniqueness Aesthetics Association Engagement Excellence Expressive value Functional value Nostalgic value Personification Cost
- 11. The Power of Context The Environment is an Issue
- 12. The Power of Context Situations to spread an epidemic have to be enabled to allow virality Six psychological principles of influence: Scarcity Majority Authority Beauty Reciprocity Consistency
- 13. The Power of Context Trends The Broken Window Theory
- 14. Take aways Tipping points are a reaffirmation of the potential for change and the power of intelligent action The presentation of information determines its stickiness and remembrance
- 15. Thank you
- 16. References The Tipping Point: How Little Things Can Make a Big Difference – Malcolm Gladwell Maven, Connector, or Salesperson (link)
- 17. How to apply the power of few in growth hacking? Examples of start-ups that has utilized on the power of few and succeeded: Focusing on the MVP (minimum value product)
- 18. How to Design for Viral Growth? USERS OVER TIME 12207 4883 1953 50 125 313 781
Editor's Notes
- The Tipping Point is that dramatic moment when little causes drive the unexpected to become expected and propel the idea of radical change to certain acceptance.
- Mavens make change happen through information and ideas. These are the people who you ask whenever you want to know something about anything – they’re always the people in the know. They’re builders, engineers, process folks, and system folks. It’s all about the ideas and the information.feel overwhelmed because you have so many big ideas to unpack.frustrated by how “thin” a lot of information seems.can get lost for days working on one idea or might spend months happily exploring the depths of one idea.expression is largely about ideas and information, rather than people or sizzle.Connectors make change happen through people. They galvanize people. They’re natural hubs. That’s just the way they’re oriented to the world. These are people who every time you ask a question, a rolodex starts flipping in the back of their mind, saying, “Who do I know that knows this? Who do I know that has done this? Who do I know that I need to connect you with?” They love connecting you with people, because they’re all about the people.constantly referring people to the right expert or service to solve their problem.love networking and talking with people, just for the sake of doing it.When talking to someone, they say, “Wow – You know everyone!”The stories you tell always focus on the people, not the ideas or the sizzle.Salespeople make change happen through persuasion. They can take an idea, make it sticky and accessible, and position it to get a tribe behind it. Salespeople are your storytellers and masters of persuasion. These are the people who can borrow your watch and then sell it back to you. They just have this uncanny ability to get you to buy in to whatever they’re selling, whether it’s an idea, or a plan, or a product – it doesn’t matter.When you talk about your next project, people are instantly hooked.You sell things without meaning to. (Services, products, ideas – it doesn’t matter what.)You love the chase of getting someone to agree with you or buy into whatever you’re selling.It’s really easy for you to get hooked on sticky, sizzle-y ideas, products, and services.Your stories have sizzle at their basis, and the information and people support the compelling idea.(Note: The thing about salespeople, or that title, is that people have a lot of Stuck around sales. There are a lot of salespeople out there who are really persuasive (can always get people on their team and tell wonderful stories) but don’t resonate with the sales title. So sometimes you’ll hear me talk about ”˜persuaders’ rather than ”˜salespeople’ so that we open up that category so people are open to considering, “What am I naturally good at?” and can start playing from that.)
- Psychology test resultsGames scoresMedia of cat pictures, funny videos, and music
- Human behavior is sensitive to and strongly influenced by its environment. As Malcolm Gladwell says, "Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur".For example, "zero tolerance" efforts to combat minor crimes such as fare-beating andvandalism on the New York subway led to a decline in more violent crimes city-wide. Gladwell describes the bystander effect, and explains how Dunbar's number plays into the tipping point, using Rebecca Wells' novel Divine Secrets of the Ya-Ya Sisterhood, evangelist John Wesley, and the high-tech firm W. L. Gore and Associates. Malcolm Gladwell also discusses what he dubs the rule of 150, which states that the maximum number of individuals in a society or group that someone can have real social relationships with is 150Minds are hardwired to value scarce resourcesThe herd instinct is very much aliveThe brain is automatically predisposed to copy the behavior of authoritiesVisual attractiveness causes an automatic reflex within us to agreeReciprocate favors – initiate the approach to improve the chances of sellingThe mind automatically prefers to be consistent with past choices and repetition, so the product should be shown to be consistent with the choices they’ve already made