Page 91 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great 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 influence (“mavens” such as teachers or journalists), and
people with influence (“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.

84 • 100 GREAT BUSINESS IDEAS