100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

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84 • 100 GREAT BUSINESS IDEAS


crimes, spawning a crime wave. This theory was used in New York
City in the 1990s by the chief of police, William Braxton. The “zero
tolerance” approach that targeted minor crime (eg fare-dodging and
vandalism) led to a dramatic fall in crime overall. Although other
factors may have contributed to the crime reduction, this example
highlights the power of context.


In practice



  • Choose a compelling, attractive proposition or idea to spread.
    Understand what will make it appealing and emphasize these
    factors to key contacts.

  • Identify and develop links with key contacts—people with
    connections (“connectors” or networkers); people with knowledge
    and infl uence (“mavens” such as teachers or journalists), and
    people with infl uence (“salespeople” such as celebrities).

  • Choose the right time to spread the idea, making sure that
    the environment is receptive and that the idea is relevant
    and timely.

  • Read The Tipping Point by Malcolm Gladwell.

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