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17. Long Tail example in the Sunday Times

Some years ago I was reading the Sunday Times over the weekend and came across an article which was the perfect example of what I had been writing about the Long Tail, both as a reality and how the idea has become sufficiently established … Continued

16. Long Tail Lessons for Small Business

Summing up all the ideas in ‘The Long Tail’ by Chris Anderson into a series of do’s and don’ts for small business is pretty straightforward as he concludes the book with 9 Long Tail rules for web-based businesses (and some of … Continued

15. The economics of Anderson’s Long Tail for small business

Anderson puts very well, I think, the nature of the Long Tail when he says: “In the tyranny of physical space an audience too thinly spread is the same as no audience at all” and then goes on to show … Continued

14. Gladwell’s Tipping Point meets Anderson’s Long Tail for small business

Chris Anderson’s ‘Long Tail’ concept works with Malcolm Gladwell’s ‘Tipping Point’ to create results beyond expectation. Down in the Long Tail the niche opportunities exist, and every so often a success emerges – I have mentioned before Heather Gorringe’s WigglyWigglers.co.uk for instance. And … Continued

13. More ‘Long Tail’ thoughts for small businesses

Much of the ‘Long Tail’ concept as Chris Anderson describes it is due to a process of democratisation driven by the web. Just as the democratisation of the ‘tools of production’ – the ready availability of PCs, digital cameras etc – has enabled users to … Continued

12. How do potential clients in ‘The Long Tail’ find a small business?

Some argue that, despite ‘the long tail’ that has been uncovered by the development of the web (the many minor niches that suddenly can attract a supplier to the niche because they can now find a large enough audience to make … Continued

11. Small business and exploiting ‘The Long Tail’ on the web

Chris Anderson – along with Seth Godin and Malcolm Gladwell – has been among the most influential writers about how new media are creating new dynamics. As Godin looks at the nature of marketing and the change to ‘Permission Marketing’ … Continued

10. The Tipping Point for Small Business

Previous blogs have explored some of Malcolm Gladwell’s ideas. What can a small business learn from Gladwell?   Focus on identifying the Connectors (the people who know everyone and are pro-active referrers), the Mavens (the experts, the people who are … Continued

9. What’s going on around you?

The Power of Context is the third of Gladwells three key factors. He illustrates this by a ‘Good Samaritan’ experiment which was undertaken at a US campus with theological students. This showed that whatever the personal attitudes of the subjects … Continued

8. How Sticky is Your message?

Malcolm Gladwell in ‘The Tipping Point’ talks about the ‘Stickiness’ Factor.  ‘Stickiness’ of a message can result from small adjustments. In direct marketing it has been shown that a few changes in wording can change response rates by 25%. Gladwell … Continued

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