Application : The Tipping Point: How Little Thin

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The Tipping Point: How Little Things Can Make a Big Difference in Real Estate Development Summary. Malcolm Gladwell’s novel The Tipping Point: How Little Things Can Make a Big Difference offers theories as to how ideas become trends. Gladwell defines The Tipping Point as the time when an idea “catches on”, the time when a “fad” becomes a trend, and the time when an intended change fully integrates into a public custom. Gladwell likens ideas to epidemics. The author establishes three rules for an idea to reach the tipping point: (1) the Law of the Few that equates to contagiousness; (2) the Stickiness Factor that explains how little causes can have big effects by making the idea more memorable to individuals; and (3) the Power of Context that demonstrates tipping happens in one moment based on the environment and audience composition. Gladwell dissects the Law of the Few into the three types of people that increase the likelihood of the idea tipping: (A) Connectors are those that know or communicate with an unusual number and variety of individuals; (B) Mavens are those that unselfishly and aggressively seek out new information for the purpose of dissemination; and (C) Salesmen are those that actually convince others to try new ideas by addressing, applying, and arguing the ideas’ benefits to make ideas virtually impossible to resist. The Stickiness Factor is what makes people retain ideas or what makes ideas relevant. The Power of Context is the collective effect of the timing, environment, and audience composition on the ideas’ actability, popularity, and adoptability. This report will discuss the Law of the Few, the Stickiness Factor, and the Power of Context by briefly reviewing the case studies and theories. The report will then apply three tipping point lessons to specific real estate development issues: the promotion and integration of green

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