There’s a big different between the flipping point and the tipping point.
Marketing guru Seth Godin starts us off with this observation: ‘When people say, ‘the tipping point,’ they often misunderstand the concept in Malcolm’ Gladwell’s book. They’re actually talking about the flipping point.
‘It starts when the story of a brand or a person or a store or an experience flips in your head and it goes from good to bad, or from ignored to beloved. Before the tipping point, someone has to flip. And then someone else. And then a hundred more someones.’
Lori adds: Well said, but here’s what this means to your marketing strategy: The flipping point is the starting point. It’s the first domino … the opening firework … the first person to stand up and clap … or boo … or run … or buy and share something. This is what you want to build on — to create reach, momentum … engagement … and tip.
Focus on the flip first, and the tip second. Seek out early adaptors … thought leaders … and innovators. They exist in EVERY target audience. Reach out to them to them with a meangingful benefit, information or offer. Then: Create an army of brand champions that believes, is excited and engaged … will engage others to share their interest, their loyalty and their passion … and will inspire still others who simply want to follow the leaders and the group and belong. The tipping point is when that need to belong kicks in and becomes an important benefit in its own right. The rest will grow from there … Lori Martinek, Branding Expert & Author, https://edcgrow.com