When something tips it is because of a distinct social progression, either calculated or unintentional. The Tipping Point illustrates the many complex social relationships and methods of communication that lead up to this tip. The more that we understand about human behavior in these circumstances, the better we can direct a message to the right people and manipulate a positive response. To achieve a tipping point intentionally, we need to reach all the right people. We need to study the innovators and utilize the social abilities of the connectors, mavens, and salesmen. By doing this, we can influence social change. This change can be a large-scale utopian change like a crippling social epidemic or simply a style of shoes that may be in demand. As designers, we should understand this information regarding social dynamics and use it in our favor. Utilizing what we have learned about pattern behavior and communication can empower our message and encourage success.
             Lambesis sneakers applied this approach in their initial marketing strategy with Airwalk. They studied the innovators, sharpened their approach and translated a style into a more coherent form. Their advertising strategy was to package known social response into the identity of a shoe company. Airwalk took the physical style from the innovators and translated this style into the look of their shoe. They also took the interests of the innovators, like Tibet or James Bond movies, and incorporated those motifs into their advertising. By translating these interests, Airwalk was able to reach the masses and reach its tipping point. They were successful because they watched people and understood social behavior. They then packaged their shoes well, incorporating what they learned about style with a quality product. Because they were knowledgeable about social behavior and context, they were able to market an extremely cool product at the right time. Airwalk manipulated succes...