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Business Breakthrough Law #3...

THE LAW OF THE TIPPING POINT 
How Focus And Leverage Will Leave Your Competition In The Dust -  And Winner Takes All!


How a little effort produces huge results - 
and why you want to run your business on this law!

W. Clement Stone built the largest privately owned insurance company...during the depression, when many other companies were going bankrupt.

In his book, The Success System That Never Fails, he repeatedly recites the "mantra:" "Big Doors Swing on Little Hinges."

THE LAW OF THE TIPPING POINT explains why that's true - and how powerful a principle this is for your business.

Many agents are looking for the brand new "big" idea. Often, their next genuine breakthrough will not come from a "big" idea...
...but from the focused application of one small idea...
...or the repetition, one more time, of that small idea.

Let me explain.

This "law" has its scientific origins in a rather unsavory source. The study of infectious disease. Epidemiology.

• For epidemiologists, the "tipping point" is that mysterious point when an infectious disease turns from a stable, low level phenomena to an uncontrolled public health crisis. At some point, one more case of infection takes the disease beyond the "control point." It tips out of control.
   
• You can "cook" water at 211O forever. It won't boil. But add one more degree of energy and it enters a complete state change: steam. (The same, of course, can be said for freezing water. One small degree away from another complete state change....with totally new properties.)
   
• One more "feather" on the scale...and at the tipping point it completely tips in one direction.
   
• The principle holds true with social trends, as well - and is well known to consumer marketers. Up to a certain point, any new force (a new technology, a new clothing style, a new author, etc.) progresses slowly and with a great deal of effort. At the "magic" tipping point, a small amount of effort generates huge rewards. (The "tipping point" for technology is generally described at 20%. Observe the history of the automobile, fax machine, telephone, computer...at the "tipping point" they turn from novelty to necessity!)

In business, this explains why initial efforts reveal little results - and later efforts, when persevered in a well designed campaign, generate huge results.

It explains why successful leaders repeat, one more time, their most important message to staff - even though it's easy to think "I already said it."

It explains why one more letter, ad, speech, seminar or a combination of communications to a target audience "tips" the response from modest to extraordinary.

It explains why it's easier to make an huge impact on a well defined target market than it is a nebulous "general" market. Because your small actions can quickly add up to the "tipping point." We call this PRECISION MARKETING - and that's the important Step #1 in the five step TOTAL BUSINESS EXPLOSION SYSTEM we use to grow agencies.

My friend and colleague, Dan Kennedy states that he would rather be a dominant player in a small market than "just another act" in a large market - and has consistently proven the difference that makes on the income of his clients. (He says he'd rather fish for a large fish in a small barrel than toss a hook in the ocean!)

(Men: how many times do you need to say "I love you" - and show it - to "tip the scales" of affection? Even if "she already knows it?!)

The suggestion this "law" makes to your business is powerful:

• "Laser focus" your resources where you can make a difference. (You can put "feathers" on several scales and never reach the "tipping point." Or you can put them on one or two...)
   
• Don't underestimate the impact of the "small, well directed action."
   
• My "recipe" for marketing success is "one part breadth for three parts depth." Always go deep...it's where the money is. This is how you get an entire niche, community or target to know you, talk about you, respect you - and refer their friends and colleagues to you. (Spread out the same effort to too many niches and nobody knows you!)

The consequence of this law, when you know how to exploit is simple. Look at what happens when you put one final weight on a "see-saw" balance. (See the graphic at the beginning of this section.)

Everything flows your direction.

THE LAW OF THE TIPPING POINT: winner takes all!

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