The Tipping Point

by Malcolm Gladwell

A = Must Read

B = Put it on Your List

C = Underwhelming

D = Not Even Summer Reading

F = I'm Sorry I Read it

What do teenage smoking, Hush Puppies, Paul Revere, and Sesame Street have in common? They are used in examples of epidemic growth by author Malcolm Gladwell in his book, The Tipping Point, How Little Things Can Make a Big Difference. The Tipping Point is the moment at which a product or concept begins to spread at an exponential rate. If you’ve ever wondered about the acceptance of new technologies or products, you will enjoy reading this book.

Author Gladwell describes three principles of epidemics: the Law of the Few, the Stickiness Factor, and the Power of Context.

The Law of the Few states that there are certain types of people who are unusually effective at spreading ideas: connectors, mavens, and salesmen. Connectors have many acquaintances. Mavens are experts on products or technology and continuously share their opinions with others. Salesmen are charismatic individuals that are particularly effective at persuasion.

The Stickiness Factor postulates that messages have inherent qualities that govern their uptake and retention. Author Gladwell uses the example of Paul Revere, who on the evening of April 18, 1775, from 10 p.m. to midnight, road thirteen miles through four towns telling residents, “The British Are Coming.” Because Revere, a consummate salesman was also a connector, he was highly effective in selling his message, knocking on doors of acquaintances along the way. Equally important is the fact that in Boston, in 1775, this message was extremely relevant (i.e. sticky). Because of Revere’s charisma and the stickiness of his message, the British were soundly defeated at Concord the following day and the American Revolution had officially begun.

The Power of Context states that the environment is a major factor in the uptake of messages. Author Gladwell attributes the drop-off in New York City crime in the early 1990s to a deliberate effort to improve the environment by removing graffiti, cleaning subway cars, getting vagrants off the street, etc. In other words, Mayor Rudolph Giuliani and Police Commissioner William Bratton halved the crime rate by changing the context of the crimes.

This book is especially relevant in our internet age, when both essays and viruses can hit all connected computers within hours of initial transmission. Richly peppered with historical examples, it is a quick and enjoyable read.

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