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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

7. Gladwell’s Law of the Few

  Who are the few who make the difference? Amongst the Few, Gladwell identifies Connectors – people with a special gift for bringing the world together – Mavens – experts, information-spreaders and campaigners – and Salesmen – the persuaders who … Continued

6. The Tipping Point: How Little Things can make a big difference

  Malcolm Gladwell’s 2000 book links naturally with Seth Godin’s ideasvirus. It was described by the Daily Telegraph as “a wonderfully offbeat study of that little-understood phenomenon, the social epidemic”. He uses as examples Baltimore’s problem with syphilis, the Ride … Continued

5. And finally Seth Godin’s ‘Unleashing the Ideasvirus’

Godin published this book in 2001 – effectively a model for building a customer base in the world of new media opportunities. Word-of-mouth has always been important and been able to create rapid growth of awareness, but in the internet … Continued

4. Seth Godin’s ‘Purple Cow’ interpreted for small business

For Seth Godin the Purple Cow is the eighth P of marketing – along with Product, Price, Promotion, Place or route to market, People, Physical Presence (branding) and Process – and it stands for ‘Be remarkable’. Yes, he is cheating … Continued

3. Why play it safe?

Seth Godin’s interesting comment on the changed world of marketing is that the formula that worked well in the past – go for the vanilla flavour, the volume popular product that appeals to the mass market, and create a really … Continued

2. So what has Seth to say to small business?

Seth Godin’s ‘Permission Marketing’ still focuses on what most small business would call large companies, but sings the praises of the flexibility of small business. I guess of the gurus he probably stands out as the one who is putting … Continued

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