Скачать или смотреть Chapter 6: Case Study: Airwalks | The Tipping Point By Malcolm Gladwell | Andy's Book Club

Notes:
Airwalk shoes and its ad campaign
There are early adopters and the early and late majority, the majority does not want to adapt to a new thing until they know other people who have tried it first
Months before the end of WWII there was a rumor that a Japanese spy had been seen in Maine when in fact it was a Chinese scholar and sightseer
The story of the chinese spy was sharpened and then distorted to make it more spreadable. The job of the mavens and connectors is to make a story more spreadable.
The needle exchange program in Baltimore
The reason why Airwalk was so successful was because the ad agency was very good at picking up social trends and making the product appeal to the “innovators” or early adopters
Airwalk started to lose its market dominance when it changed up its strategy in a way that appealed more to the mainstream and less to the early adopters and Innovators

Timestamps:

0:00 Intro
0:22 Airwalks
1:45 Japanese Spy Story
4:08 Needle Exchange Program in Baltimore
6:49 Why Airwalks Became Successful
7:54 Airwalks' Fall From Grace

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