Tipping point

Newsletter #8

Erwan Derlyn

Hi everyone,

It's been two months now since I started this newsletter and it's time for a quick update. First, I’m grateful for your encouraging support – the audience is growing and your feedback are very positive so far. THANK YOU ✨

To be completely transparent, fitting this weekly update in my agenda is more challenging than I thought. Even if this newsletter is often “short and sweet”, the work that goes into selecting what should be and should not be featured is quite time-consuming. To make it work for me, I have now decided to send this update on Monday evenings and I might slightly update the format moving forward.

I hope that you don’t mind and that you will stick around!

“The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire. Just as a single sick person can start an epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend, the popularity of a new product, or a drop in the crime rate.” — Malcolm Gladwell

The Tipping Point: How Little Things Can Make a Big Difference, 2002

📰 News

Just like Malcolm Gladwell defined a tipping point, what started small is now a movement inspiring 1 out of 1,000 people to manifest in the streets around the world!

From there, I wouldn’t be surprised if this movement grows 10X in the upcoming months and significantly impacts how we approach marketing and communication, leadership, innovation and financing in the business and political world.

📊 Insights

I was curious to look at how last week’s climate strike (and the global media attention surrounding it) impacted the online visibility of Greta Thunberg – the face of this movement. I use some of the tools below almost daily and I can’t remember observing a growth of this magnitude and velocity ever before. I guess that’s what a tipping point looks like. Greta has been a public figure in Sweden for a while now but became a worldwide phenomenon only last week.

Google Trends

Last week, searches for Greta Thunberg rose to an unpreceded level (scale 13 to 100)

About Google Trends: Google Trends analyzes a sample of Google web searches to determine how many searches were done over a certain period of time. Numbers on the graph don't represent absolute search volume numbers, because the data is normalized and presented on a scale from 0-100. Learn more

Instagram (stats by IG blade)

Greta grew from 3,692,578 to 7,073,986 followers last week!

Twitter (stats by SocialBakers)

Greta went from 1,654,028 to 2,622,885 followers on Twitter last week.

Press and social engagement (stats by Buzzsumo)

Greta has been mentioned more than 90M times in the press during the last 12 month. The most engaging posts about her were all posted during last week and gathered millions of reactions – mostly on Facebook.

📚 Resources

To be honest, I feel that my understanding of the climate change conversation is still very limited. While watching “Inside Bill’s Brain” on Netflix, I noticed that the only author Bill Gates mentioned (when talking about climate change) was Vaclav Smil.

I started to read about him and found that he had just released a new book (see below). I’m not expecting this book to give me all the answers but it will hopefully help me to ask myself better questions. I will try to write a review here once I have read it.

Growth: From Microorganisms to Megacities by Vaclav Smil

“I have deliberately set out to write the megabook on growth. In a way, it’s unwieldy and unreasonable. People can take any number of books out of it – economists can read about the growth of GDP and population; biologists can read about the growth of organisms and human bodies. But I wanted to put it all together under one roof so people could see how these things are inevitably connected.” The Guardian

More articles about this book: Intelligencer | Nature | Scientific American

Thanks for reading!

If you have any questions related to growth and startups, you can use this thread or reach out to me privately on LinkedIn or Twitter.

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Ciao 👋

— Erwan