"Tipping Point" Reading Notes (1)
content analysis
Some time ago, the teachers took our project and did a lot of analysis and discussion starting from the possible number of users in the future. Perhaps out of empiricism, the teachers positioned our goal as second-hand trading, and warned us that second-hand trading projects were happily selected everywhere, even if the development was successful, it would inevitably die in embarrassment. As a result, I also fell into a certain amount of thinking, of course, not thinking about giving up or shaking. It is impossible to give up, it is impossible to give up in this life, but how can we maintain the appearance of life, this is worth thinking about. The first thing to think about is what it takes for a product to win a significant number of users, and even greater ambition drives me to think shyly and intermittently about how to make a product popular and critically acclaimed. Tipping Point is a book about how to set off a trend.
The first chapter talks about three popular laws - the individual task law, the law of adhesion, and the law of environmental power. There are two examples mentioned in the introduction. One is the sudden popularity of the brand Hush Puppies, which was completely unknown and even on the verge of bankruptcy, and the other is the sudden detonation of the crime rate in Brownsville and East New York, two extreme poverty areas in New York. Crime rates plummeted. In a nutshell, the three major characteristics of popular things are - first, contagious; second, small changes produce huge effects; third, changes are not gradual but sudden changes. The dramatic moment before the full-blown trend is called the tipping point.
In the mid-1990s, Baltimore was hit by syphilis, andAfter 95 years, syphilis mutated from the previous horizontal curve to an almost straight rise. I am also very interested in this example of the incidence of syphilis. There were three main theories at the time. The first believed that fast-acting cocaine made syphilis popular; the second believed that poor medical services in the slums made syphilis worse; and the third believed that changes in material conditions made syphilis more likely to spread. . But in fact, none of the three theories hit the spotlight. There is not only one way to detonate an epidemic. The spread of an epidemic requires three conditions. Biologically speaking, it includes the source of infection, the route of transmission, and the susceptible population. Things explode because something happens that changes at least one of three conditions. These three conditions are the individual character law, the adhesion factor and the environmental power law. First, some research points out that the people who promote the spread of gonorrhea and make it more prevalent are limited to more than 100 people, and these people are "extraordinary". The development of popular waves is very similar, and they are driven by a handful of people. The same is true of Hush Puppies, some special people realize that fashion trends "infect" Hush Puppies to everyone through personal socialization, energy, enthusiasm and charisma. The law of individual characters mentions that it is often a small number of people who drive the popular wave at the beginning, and their characteristics are that they have the ability to spread and have influence among their peers. It is more important whether they are good at socializing, whether they are energetic, and whether they are knowledgeable. Second, a well-known principle in virology is that each winter, the flu virus is very different when the flu starts to spread and when the flu ends. For some reason, the infectivity and lethality of the virus will be greatly increased, and once infected, it will stick to the body and never get rid of it. The adhesion factor inspires us that people think a lot about how to make information easier to spread, but how to ensure that the message does not go in one ear and out the other. Message stickiness is often very important, and there are special ways that contagious information can be remembered. Third, seasonal changes have a great impact on the number of infected patients. Another example is that compared with the situation of a person alone in an environment, people in a large environment with everyone and they encounter an emergency and call the police The probability will be smaller, in other words, in a crowded environment, people will be more ignorant of the unfortunate people around them, which seems to become a kind of conditioned reflex thinking. The law of environmental power states that people are more sensitive to their surroundings than they appear to be.
practical thinking
In the back of the book, each rule will be explained separately, but I didn't read the latter explanation here. What I first thought about was how to apply these three aspects to the practice of our project, so as to have a new understanding of detonating popularity. After reading the book, and then improve the previous understanding, so that the understanding will be more profound.
On the first aspect, from the perspective of individual character rules, should we capture a group of key users, and should redefine this "focus". I think it should include at least several aspects, such as whether it is a geek or not: geek users will use our products more deeply and can provide technical feedback; and whether it is influential: you can try to start with influential users To start, our group has contacted Fangcao Club in advance, and cooperate with them in the library area. The resources of the club will be rich and the influence will be wider. Of course, there are other users who also have influence, such as some club chairmen, who often participate in event planning. people, various bigwigs around you, etc. Then use this group of users to go viral.
The second aspect, in terms of the law of adhesion, I think this part is mainly related to product characteristics. Our products need to be sticky enough, that is, it cannot be passed on purely by word of mouth, but also through word of mouth to make communication more natural. There is indeed a second-hand trading platform, but it is not easy to use. BBS, flea markets, and QQ groups cannot solve the needs and pain points, and there is no information sharing ecology at the same time, such as the cooperation of community bookstores, online materials and other information sharing, etc. We need to consider from the point of view of the product, what can make users feel like they can’t go back after using it, at least it will be extremely uncomfortable to use other platforms and improve the industry standard. This aspect is worth focusing on in the future in actual combat.
Thirdly, from the perspective of the law of environmental power, our products naturally have certain advantages. We only promote them in schools, and the quality of the user environment is better, but what needs to be considered is how to make this environment affect people, because people The sensitivity of the environment is far greater than one's own imagination. From the perspective of marketing and promotion, we can try to promote this platform as a standard for second-hand trading and information sharing. Most people in our school are still curious about new things. Even if they do not log in and register, they may browse the advanced platform. , a school-specific standard platform will naturally establish a user environment, and following this environment or just for the sake of convergence can also attract more users. However, although this kind of convergence psychology is natural, it is particularly labor-intensive to create the foreshadowing behind this environment.