盲目擴張死得最快！點解一個組織一過150人就開始混亂？揭開《引爆趨勢》的溝通底層邏輯｜東哥說故事

如何讓商品像病毒般傳播？
一堂傳承20年不墜的大師級行銷課，
完整解構風潮興起的背後關鍵。

　　21世紀的彼得．杜拉克╳《時代》百大影響力人物
　　——葛拉威爾Malcolm Gladwell——
　　解讀流行趨勢的成名經典！
 
　　// 蟬聯《紐約時報》暢銷榜425週
　　// 英國《泰晤士報》評選10年來最好的100本書
　　// 迄今穩踞亞馬遜行銷類Top 1
 
　　看似無從解釋的流行現象，其實有跡可循。
　　只要用對方法撐起槓桿，你也可以創造風潮！
 
　　「流行」是怎麼產生的？為何有些風潮能夠異軍突起，有些則否？
 
　　沒沒無名的小說作家為什麼突然竄升為暢銷書作家？
　　紐約市90年代中期的犯罪率為什麼突然滑落？
　　青少年吸菸的風潮為什麼一發不可收拾？
 
　　「流行」一詞所代表的，似乎是善變與盲目，但葛拉威爾敢於挑戰混沌不明，他將「流行」抽絲剝繭，使原本看似無從解釋的流行現象，變得有跡可循。
 
　　在《引爆趨勢》中，葛拉威爾觀察重大的社會變遷，他分析時尚、教育、犯罪、企業管理、自殺、吸煙、美國獨立革命的歷史，找出這些變化來得又快又急的原因。一個觀念、行為、訊息或產品的傳播擴散，其實就像病毒一樣，在達到「引爆點」的瞬間，就會蔓延開來，甚至逆轉形勢。
 
　　只要掌握引爆趨勢的3大原則──「少數原則」、「定著因素」、「環境力量」，每個人都可以創造發動或維繫一場社會流行運動，也可以引導集體行為向上提升！

　　▍本書為2020全新編輯校正版。

名人推薦

　　丁菱娟／世紀奧美公關創辦人
　　楊士範／The News Lens關鍵評論網媒體集團內容長
　　王伯達／「王伯達觀點」總經理
　　王浩威／精神科醫師、暢銷作家
　　楊斯棓／方寸管顧首席顧問、醫師
　　林長揚／企業課程培訓師、暢銷作家
　　齊立文／《經理人月刊》總編輯
　　鄭緯筌／《內容感動行銷》作者
　　────── 領頭推薦
 
好評推薦

　　葛拉威爾拆解了引爆點，他說服我們：「有時候我們需要簡單行事，走捷徑，小動作就有大轉變。」――楊斯棓／方寸管顧首席顧問、醫師

　　別將個人品牌變成煙火，只有一瞬間的燦爛……利用洞察、嘗試、培養，持續累積作品與知名度，讓個人品牌不斷發光，而這本《引爆趨勢》當中所提到的三大原則，能讓我們少走很多冤枉路。――林長揚／企業課程培訓師、暢銷作家

　　拜此書所賜，讓我深刻地感受到──一個平常看起來微不足道的觀念或訊息，卻可能像空氣中看不見的病毒一樣，在達到「引爆點」的關鍵瞬間蔓延開來，甚至逆轉形勢。――鄭緯筌／《內容感動行銷》作者

　　由於在眾多產品與訊息中，能夠脫穎而出的，通常都有「不可預測性」這個共同點，《引爆趨勢》的價值，便在於試圖去分析成功創造風潮背後的關鍵因素。──齊立文／《經理人月刊》總編輯
 
　　人人都在預測未來，人人都想比別人更早掌握未來，甚至在這當中捕捉到可能的財富。葛拉威爾的《引爆趨勢》從公共衛生流行病學的角度出發，在這領域又跨出了一大步。──王浩威／精神科醫師、暢銷作家
 
　　對偉大的威爾森（Edmund Wilson）的所有讚美，也適用於本書作者葛拉威爾：他讓坐而言的觀念變成起而行的行動。本書令人愛不釋卷，書中提出的觀念應該會影響所有喜歡思考的人，以全新方式看待這個世界。──麥克．路易士Michael Lewis／《老千騙局》、《魔球》、《大賣空》作者
 
　　一本既時髦又帶來希望的書，正如書中形容的概念一樣簡單明瞭且典雅優美，卻也充滿社會力。凡是關心社會如何運用、人類如何改良社會的人，都應該閱讀本書。──史狄芬諾波洛斯George Stephanopoulos／美國廣播公司ABC首席政治記者
 
　　能夠改變你看待所有事物方式的書不多，《引爆趨勢》是其中之一。書中解釋人類各種行為的原因，作者葛拉威爾都以聰明智慧一一為讀者釋疑。──托賓Jeffrey Toobin／CNN資深法律分析師
 
　　時下輿論正在檢討犯罪及失序的成因，以及應該如何改進，本書提出重要的觀念，是必讀之作。──布萊頓William Bratton／紐約市警察局長
 
　　葛拉威爾在《引爆趨勢》提出一個打動人心且切實可行的理論。他研究書中各項主題的方式是本書最誘人之處──點明能夠造成大轉變的小動作。──《紐約時報》（The New York Times）
 
　　就像在製造某種傳言，你很難不被葛拉威爾說服。不僅因為他集結吸引人的事實來支持他的論調，他也善於以此解釋人類行為。──《商業週刊》（Business Week）
 
　　這是一本能讓你以不同觀點看世界的迷人之書。──《財星雜誌》（Fortune）
 
　　沒有人能像葛拉威爾，以如此優雅且具影響力的方式，成為商業思想的領導者。──《快速企業》（Fast Company）
 
　　本書被作者滿腔的好奇心所推動，葛拉威爾把複雜理論化為清晰、優雅的文字，帶領讀者在不同的領域中持續地律動。──《舊金山紀事報》（San Francisco Chronicle）
 
　　引人入勝的報告，極有價值！──《芝加哥論壇報》（Chicago Tribune）
 
　　非常值得一讀！──《西雅圖時報》（Seattle Times）
 
作者介紹
作者簡介    

麥爾坎．葛拉威爾 Malcolm Gladwell
 
　　1963年出生於英國，成長於加拿大安大略省，畢業於多倫多大學歷史系，現居紐約。

　　曾任《華盛頓郵報》記者近十年，縱橫商業及科技領域，後來升任該報紐約分社主任。自1996年起為《紐約客》特約撰稿人。

　　善於分析生活中難以表述卻無所不在的現象，藉此解析隱藏在各個行業、各個領域的成功法則。2000年，首部著作《引爆趨勢》一出版隨即登上《紐約時報》暢銷書榜第1名，獲得美國《商業週刊》、《財星雜誌》等極度好評，「引爆趨勢」一詞更成為商業界一再傳頌和強調的觀念。

　　另著有《決斷2秒間》、《異數》、《大開眼界》、《以小勝大》等重量級鉅作（中譯本皆由時報出版）。葛拉威爾的每一部作品都創下了銷售與討論熱潮，好評不斷，更長期盤踞《紐約時報》、亞馬遜書店暢銷榜，寫下書市傳奇。

　　曾獲《時代》雜誌選為全球100位最具影響力人物，並有「21世紀的彼得．杜拉克」之美譽。

譯者簡介

齊思賢
 
　　淡江大學美國研究所，擔任國內主要財經媒體資深編譯十餘年，負責國際金融新聞。譯作包括《老千騙局》、《奇葩與怪傑》、《克魯曼談未來經濟》、《打造花旗帝國》等，並編譯審核多本金融專書。
 
 
目錄
導讀　你不能不認識的當代大師──葛拉威爾／齊立文
 
緒論　流行的開端
紐約犯罪率的逆轉／引爆點的形成／流行病學與社會現象
 
Chapter 1　引爆點的三大原則
少數原則／定著因素／環境力量／小結
 
Chapter 2　少數原則──連結者、專家及推銷員
連結者／連結者的特質／人際網絡的串連者／泛泛之交的能耐／連結者的功力／
專家／通曉萬事／樂於助人／推銷員／非關言語的說服力／由外而內的情緒感染／小結
 
Chapter 3　定著因素──教育節目的強化功效
強化定著：小細節立大功／《芝麻街》的專注度研究／
《妙妙狗》的製作革新／觀察定著與反覆練習
 
Chapter 4　環境力量（上）──紐約市犯罪率的升降
今是而昨非／不可輕忽的環境力量／破窗理論／
基本屬性偏誤／情境造英雄：「和善的撒馬利亞人」實驗
 
Chapter 5　環境力量（下）──神奇數字一百五十
善用團體力量／一百五十原則／企業共通記憶
 
Chapter 6　個案研究（上）──球鞋、謠言、轉譯的力量
轉譯高手／超級交易員／引領風騷／主流的侵蝕
 
Chapter 7　個案研究（下）──自殺、抽菸、不會上癮的香菸
吸菸潮與自殺潮／高度細膩的自殺指令／少數原則點燃第一支菸／
菸癮定著的主因／環境力量來自同儕／找出真正的引爆點
 
結論　掌握關鍵，引爆風潮

Transcript

SPEAKER_01 0:00

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Kyo chun bon mo seg, kesatong bang dog let the son don lo chi yelhoi chila, si yo siu so yan singwai gum yim jun. Dalet you so lung, bato, guang yam win lam, to uyat tiktigan, tzahoi, singwai tik gun se wu ye lao hang bang. Kuman jogte teach lan ba chang lao hang bang ge toga kisamai chong siasan yam ho lao hang yin jung dan san to lame hoi sam dai guang yanji dayat san bot chun yim yun yyan. Da yi chun yim yun bun san da sam chun yim yun wo tonga dawan gang. Way samu yanji tongsi do whai lao hang bang sim la. Kum jikang gulisam da yan zile, jun yabo tai shot, yan ba dimdek sam da yun jak, fambija, siozo yun juk, ten junzo, t my wan ging lik lum siuzo yun zap, hela hang bang holomina, yago soi, chu kap chun bo ja. Ni lo yan, the bea pun gum yim jek gang yong yi jung bang doc chun yimbe dan ya, kum litali ya siu chik wo soul, choq si lao hang bang, pin de hoi fa, yi se we lao hang fongju kong san fong sek, kisa jet hong lang bangigo yu chut ya tit. Haio yaga siu so yan, h koido ma giguo. Kamli koi lim jog de ting ziwan, sio so yun chak. The go lao hang choi sai so yi langa kong san, wong wong hangway, maudian, such sin chako choisai, bang jet, taugot xi ge yan mug, hang donglek, wa te go yan duc chak, gai toi guang, jo jong, kin hei yi chil, bungoagong, tosogin bogong joll, kesoda gek sio so yan yun senga. Kumdali ting chiuk chin bog, hanggau. Bang dog bunsan, tilgaulak sin dak. Kumji a chun yimle kung bang dog. Sin nung zeng teng hei gum yim j sang. Jun yi gai jok chin begang doyan. Kum chunia call yim to yong hodo se will hang fong chil, si ja jai maudi sonseng lang langao lologambe dai jong gechu. Kum jok jengio tengso. Kulla legon zeho lang jodi ho shot manga guang go chi kum g man name mofa sang, the lady gonggo. Leti sai tenge di lo yan lolo me lidi ja so I ten chian so. Kin yim leggum go legum Comley Hoi fa fightle jot young sinji ho y sang gangdin kang on night. Jola, la hang bang chin bo le so san chi one kang a yang helly day founa tin sang j dubbit yong yi sang my chin yin bang one ton, like yi yun complet so I get one kang l Tong yang, lio koi lim, to yong lohoi se willang fung chi so me kwa jo din yang ligi tai po chungha yang. Y go ben da po jo, dun hai me so bo chung wong wongle to yan fight at lin ching lin so fan yang, so jung do di sango wan ying o fa. Yun zak, kisa could ego yinha dimens at one jogle so sin gong still so yun zak, jok jet each lle langao tai dongse will lao hang fong to let you cap chun bo choi fun my sam golo yang fan bile ling git jung tomatoi sio yun. Com we go another ziyan ti mon logama tayao di an tai duck bisin chant gang doyan gin la lingit cum chok tele jung little yan chang white lingit cum cole yung ligo cheko yang yung lingitelle chai fan fan ti gao g dai se sam gao gao lao got hong got yipu yang sec, cum little yan wong wong banyin yan tie mounlock a chun lin jet lungo jung yun bunbuba son gong zi ma chai. Lisanbi wakete to ya lilianma. Donle so yu hip joggas yao, kum hole ziin yumgong oh e di do liany yebo orabit od bong lin locker y lia jung yan ma chiulangle, hai to yu lao hang a chun bo, yaoke guanyin. Lingi che to taugo pong dai, yito yun yye yan j monlo, lingo di son, singong shot hun. Wun yinji, kun nim to machanban, yu langao zipkan lingi che, bei yanba gal, to die folk taigo. Yin yi, liu yanbao, se buong chilen, letinga lingi zem go. Bekangla, yuan bo yang tai gongli son lingitse, hai mo chong fat fi, kom yel fus taigong loyong, chocang ti whai jingat, jungga sin chang, so chap to my ten leti sec to my k chun wun ye lang wegle, hayao ji chi sang yang yle gai, gang zong yugaila, could it do lock yu chang lig tsek fun hung beki taian, yugoli wa din ki zhe tai yan tong yan zi kanye ky. Kum junga tai yan tong xi son zi kanye kyo. Ti hau Liu Lingola Hangjang then quang san chung su yoko kwang Tai soyfo. Maudi an tin san chisin chang ying hong kiitan ya tai fat, lango chung sonse song yapo toi fong lolemin. Com ton li lo yan chingwai, toi si yun. Toi si yun yukang hong yukum yim like, could msi chun tai son yen langa langdo sonse tai myga cheng so to my soy folk like jun yi go beitan ya tido lango maudi gun lim gang yong yi bate sa be chyla. Com sulomina chok ja yung yatunsuba ching jun chong git jolly sam jungkoxek. He sew fong chiula me si jong junga tai chi lungan ho could hai gung tsi son lingitele tai se wu baka couldja sam boti son. Lingal jungatun yan jat yun, coulda hayajung taxu kehao, langao sofok toke lan ya. Gum to ying yon lingit junga matoy si yun, tai jun yik zet, langujung sun sik jun fas and wai jung, tina ming bak yin. Yi liasu ch yan tao chi foyokum langao yan bao laohan. Se we fong siula guiin yi la ju chi me tido sam zhong yan, ho chin diet, that sun sik layong, bun san, ton yang guangin, sia sang, fan hai langao hi lao hangasila, bit teng hiao mao zhong, lian de kai jat. Kum to janyo guan gine chengwai, teng jian so. Kumko chunya both each uh, yug late zi sa hun chat kok chong lao hangun nimd my son secufa yin chen zeng langa lingokode tak yi tengj wong wong mame kang tin dong de dai chit gai yeti tai loho mei but chuk to get still sai ti. Kum sulomina gujok san dong yao chugangon night, say wisome lehoka lame and so heat gaulok leng lind di sang king junya hong guan yi hunggo yes at yim. Kujanhosan, fanzen ge jo, muyandu lodo ya bun chut yipke siuchaksi. Loyong sweep menjo, po seng fong gefung him, yikab, dip zhong yek mio getong yiuseng, pengele, hu wwekle tido, zil ya heng choi, to ho yi ho chin mon do liko dieho yi do chong some bin fai say yek meo. Kumi siuchak zile, yam tonga banbun. Go hungry ban, hai will see on the qua jungamansi, mil swan bang fung him, bang fusanigo wan zegin. Bai hungry ban could you hate a big a one modi, could a me fusang yamoto pin. Git guan, he son dong loyan chang me, so in lodo, go hungry bani hoxan, do yik mil chong yu sang yang tong gang go, chip chungga yi yun to gangakal, t sathai hang tong, hai mo man kin chai. Gok chog hoxang, chiha tip chung yk milga bay line, tetong yang pin diao diyer sam gbesang yan, sun he di mew. Kam hin yinna, molden hai hungo cheng dogo dai, di bambuna, t molden dokosense ten ju. Sun keg se changai, leman so, hei hau gaia saddimina, te gaj go gek sil koidon, cusil talk se me bill seachot, bogin dialog away te, paint you men jok, yik meu two segas si gan. Ki wok dip chong bay like la pack bill sangdo eza bakapesan. Dimgal chang dole, gum choke teach up, diho sang, pen sil, kita two tip so whole dialog and hox season, do the gong six a chongdo san tison lobin yeah hong. Bidon like jot bate, to my sigan bule, siutakzi, tell jung yehoxang sec, chunfa tits sunsong guan ye yihox yong yin yi. Yum on like kissog or guan ginyatonkin. Sunse chun duckafong sickle, ho jong yog, whodos yal, tizo yagok gandang a sio donjo, to jok ye, kernfa, thengju yan so, len dogoson sik, some sik, yan sum. Come yan ba fong siuge, choi hung a yun zak, tai wan gang licla, kom nio koium, lanega, dak a yang hungle, wong wong hai yun bang or check got yi get chong yo dai. Jo yang ding a lady di lati, fan joi ho get po chang le lun, siulemin hedo got jum on nai, yet go go len, low yaxi, dai gang chat go, kisum, chin me choi dai, tou piu ge hangwai. Che dai tosh and yan chongle, topiu, bako haio hang me away cra yang whye. Lia chong, taloho mo song dai naga go siusat joil, zhao hai lengdo, fan jo kuang san yewan chong, kigwa ting mengle, dio punga, the so g to piu hangway. Bay yimga choti hag gong, cheso topio hangong, dian bachi my fe, top date. Com to teachle, ng de hai gai sick chita and hang why see how won won go gujo, go sang a yang hung, that tai gujo, chu gang, tama wan gingal, yes yeah, to jengwan gang, took yi low jun zing of ten tai tai wan yang jing on chokte yung fai yin, liu yan ba lao hang, won wong as so you yukan, gold old tao yap, bay si lin git gunmat ja tun tight, sulamina, chok te yungli go, quai yi si gasiu si na na zim at chil fan bay mat white like Livun Sula nam nam sang si as yhao fan yang the mama de chung toxubui some diful leting the chat go and chak. Natia ching zongban the maido yet man jinbun yet linjia to pangjonban silonle gangai sang jongdo samanbun. Fasan messila Gwan ging jow yi soon chingelik lung. Chupanzella yhoi tia janibunsu tengwile doxu wigsu Gumbucho dung san chan sipang bong hai pako get dok lapsu dim bong dan y dogam sane jaligom may guk doxu wu manfa chois hang senga de koi t yat. Hold our cham you na yisi doksuyan bunsan tho hai doksui san yun could won won yet how he my bun tho difan a goksi tuntai fan her kum jim jimle li bunsu mtibunhok choban, gangai kose wikang yim the kwa tai na yi si sangany yonga, lidi full loiler, yenki lapto tun tai guanhai. You k white some dibun suit, but you some do yan li tuntai. Sum me tun tai cho yung yi yan ba fungula, chok ja ying white, yan nohga, dangba, tai shake, yet but ms up yun tuck, taiunju go, hohuge chamhao. Kut zi ya yan lo toji langa tung yeb but ms up yan, why te sun ting one thing say we guanhai, yet dan chiu go so chilla, mutaja wo ch yin, se gau chil joy. Wingo gong, si you yab buttums and yetuntai won wong gangalanga gin la can bakaling git. Ling sun, yaoha, some yap muga y lolamin. Yanji, tho te jong git, de yan fai chang, di low hung. Won won biso yule, sin yan fat holdok a siw yang fungio, why kaligo sio yang fungo bais yin ki, wusan to dong, chojong, siw tenting, h chun go yan ba dim. So te yang white, Yam ho la hong chosida, to biso yu kwa go liago yanba dim. Them sun te son hollong sanding chun yimho the yan bao dim dis so yu china, goan yin j sam die yu soa. Sisu yunte laohang, haio siusu and yanbao, tang jian so, kusun sik, yet ten yu sam ya yang sum. Wan kingler, so chigashen gang, su yo di lung, hiao le yu chin boget. Kamiso yanbao lao hang. Hei matang yu yungo di donjob at the pong diun yet, yao jatle, tajangtiun chap jong tao yapi guan gingoite, talgot siu so chiu cap chin bojet, pull it up, go bait teng ju yan sog, yaoha son sick, bing he hop sick one yangle mina gai chun dio gan ba fungiu. Tiu chung lidi yu dimner, chilango yungo sio sigati yun. Ho hum donga go da gong gon, die hate tengo fungha. Come si u join mela, choc ja yungigo su ba well si lo to jigat. But the hoi go be yin fong sio cup you sang kokati kek yanlo hoi di funk lao jun bun sangya hang white the malam fat zio tai jun whai tean tek to langgao lao jun king quan, tungo siko se buye sometjon, while gong gaia bun ho su, you got laid uh but gum yu yin jong son buya chunbo yet kepesang yan or de chai you only got yi doll ho za fat bean jhao bein tang, lolun hai hangangai chogan chang gin gansan do hoi tang. Yan whai chi sec hai msu dun or toyasin hoge sec hai cobi mang one tali choi hogalo see