Introduction: How to Cross the Tipping Point

Electronic Arts “Madden NFL 07,” Under Armour’s gearline products, and Apple Computer’s i-Pod are typical examples of products that have crossed the tipping point, reaching mass market, turning into “consumer epidemics.” Drinks from Snapple Inc. and Red Bull, Barbie Dolls from Mattel, rose Champaign from France, and cell phones have all created their own epidemic among consumers (see Table 1.1). In all cases, success has come rapidly almost as a surprise to their creators: like a virus affecting millions of people, these products reach a tipping point where nothing could stop them, rewarding their creators beyond what they have imagined when they launched the product. Within 7 years after its launch, for example, Snapple ringed billions of dollars in sales, valuing the company $1.7 billion; that’s the price Quaker Oats paid to acquire the company in 1997. Apple Computer’s i-Pod sales reached $2.4 billion, just within 4 years from its launch. “Madden NFL 07” sold 5 million copies in just 5 weeks since its release in August 2006! Nintendo sold 74 Pokemon games within 4 years from the time they were first introduced. Mattel’s Tickle Me Elmo dolls sold 250,000 units in the first 24 h after their release. For the period 1993–1999, Dell Computer’s stock soared by 5,000%. In 2007, footwear maker’s Crocs stock gained 286%, which followed a 54% gain in 2006. The Harry Potter series turned its author, J.K. Rowling, into the richest woman in Great Britain.