Book recommended by
Channels, Partnerships & Ecosystems Chief Analyst at Canalys
2021 Channel Influencer of the Year by Channel Partners Magazine
Why should you read it?
Most of what I understand about influence and channels comes from chapter 2 about the story of Paul Revere.
What is the book about?
The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire. Just as a single sick person can start an epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend, the popularity of a new product, or a drop in the crime rate. As it relates to the channel and channel marketing, it is required reading as 90% of companies I work with get it wrong – from the very largest to the smallest.
Best takeaway
In the ‘Law of the Few’, Gladwell explains that a very select group of people are responsible for the “tipping” of almost all social epidemics (read as partnerships). These superconnectors, mavens, and salespeople are special for their incredible abilities to communicate, teach, and persuade.