Ready, set, tip!

[Joseph Porcelli]

The mission of The Mug Project is to reduce waste by advocating the use of mugs as an alternative to disposable beverage containers. Over the next six months we are committed to "Tipping" this project.

The word "Tip" comes from a book by Malcolm Gladwell called "The Tipping Point: How Little Things Can Make a Big Difference." The following is brief outline on how we plan to "Tip" the Mug Project and why you are the most crucial component of our success.

Note: Much of the following information was copied from: http://en.wikipedia.org/wiki/The_Tipping_Point_(book)

Tipping points are "the levels at which the momentum for change becomes unstoppable," and "Ideas and products and messages and behaviors spread like viruses do."

Based on Gladwell's in-depth research spanning a number of different fields, industries, and scholarly disciplines, he identifies three necessary factors that are required to "Tip". They are the Law of the Few, the Stickiness Factor, and the Power of Context.

In the following I will explain/paraphrase in detail how social movements (and how our Mug Project) can be tipped.

The Law of the Few: "The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social skills." Here are three types of people we'll need advocating with us to help "Tip" the project:

• Connectors are the people who "link us up with the world ... people with a special gift for bringing the world together." To illustrate, Gladwell cites the midnight ride of Paul Revere, Milgram's experiments in the small world problem, Dallas businessman Roger Horchow, the "Six Degrees of Kevin Bacon" trivia game, and Chicagoan Lois Weisberg. An example of connector in my life is my friend Andrea Condit. Andrea has worked with countless people on countless project in the non-profit sector here is Boston. It's rare that I run into someone who does not know her or know who she is.

• Mavens are "information specialists", or "people we rely upon to connect us with new information." They accumulate knowledge, especially about the marketplace, and know how to share it with others. One of my most trusted associates at my day job (Boston Police) is Sgt. Michael O'Connor. He has an amazing depth of knowledge about the City, Department, and the Law. When I have a question, he is the first person I go to.

• Salesmen are "persuaders", charismatic people with powerful negotiation skills. They tend to have an indefinable trait that goes beyond what they say, that makes others want to agree with them. Gladwell's examples include California businessman Tom Gau and news anchor Peter Jennings, and he cites several studies about how people are persuaded. A great example of a Salesperson is my brother Marc. He is a very successful online marketing executive. Everybody, and I mean everybody does business with Marc, even if he's not their favorite person. For some reason, you can't say no to him.
  

The Stickiness Factor: The specific content of a message that makes it memorable and have impact.

• Although we are not marketing pros, we think we got a catchy slogan - 'Reduce waste. Get your mug on."
• In the coming weeks, we hope to have thousands of stickers made that say "Ask me about my mug." We're asking you to put them on your mugs and then other people, will, you guessed it, ask you about your mug. Then after a two minute conversation, one more person will be reducing waste buy using a mug.
• We are also hoping you will share you ideas and marketing expertise with us.

The Power of Context: Human behavior is sensitive to and strongly influenced by its environment. As Gladwell says, "Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur."

• Since Al Gore released "An Inconvenient truth" (Thank you Mr. Gore), it seems like everyone is going green.
• On January 15th, 2007, at the State of the City Address, Mayor Thomas M. Menino declared that Boston will soon be known as Green Town.
• Now is the time.

Know that you that you have a general understanding of how to "Tip," we request that you:

• Use your mugs everyday and put Mug Project stickers on your mug(s)
• Identify the Connectors, Mavens, and Salesmen in your communities (work, school, church, team, etc), and
• Invite them to participate in the project by using mugs, and putting mug project stickers on their mugs, and
• Request that they invite and share the Mug Project with people in their networks.

Let's reflect:

• Who are the connectors, mavens, and salespeople in your life?
• What ideas do you have that will help us spread our cause?
• Would you put a Mug Project sticker on your mug, please explain why or why not?

[Joseph Porcelli]

Hey laura, SO FUNNY. That is exactly what we are looking into. You are so smart! Its great to have your on TEAM MUG!

[Joseph Porcelli]

Yes Maam'