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.