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1  The law of the few

This suggests that the spread of any new product or service is dependent on the initial 

adoption by ‘connectors’ who are socially connected and who encourage adoption 

through word‑of‑mouth and copycat behaviour. In an online context, these connectors 

may use personal blogs, email newsletters and podcasts to propagate their opinions.

2  The stickiness factor

Typically, this refers to how ‘glued’ we are to a medium such as a TV channel or a web‑

site, but in this context it refers to attachment to the characteristics and attributes of a 

product or a brand. Gladwell stresses the importance of testing and market research 

Tipping point

Using the science of 

social epidemics explains 

principles that underpin 

the rapid spread of ideas, 

products and behaviours 

through a population.

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Part 2  Strategy and applications

Case study 8.2 shows how Dell has revised its marketing mix through deep customer 

understanding.

to make the product effective. Marsden suggests that there are key  cross‑  category 

attributes which are key drivers for product success and he commends the work of 

Morris and Martin (2000) which summarises these attributes as:

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Excellence: perceived as best of breed

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Uniqueness: clear one‑of‑a‑kind differentiation

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Aesthetics: perceived aesthetic appeal

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Association: generates positive associations

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Engagement: fosters emotional involvement

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Expressive value: visible sign of user values

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Functional value: addresses functional needs

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Nostalgic value: evokes sentimental linkages

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Personification: has character, personality

● 

Cost: perceived value for money.

You can see that this list is also a useful prompt about the ideal characteristics of a 

website or online service.