The Tipping Point
How Little Things Can Make a Big Difference
by Malcolm Gladwell
A book review by Tim Roehl
What do Hush Puppies, the crime rate in New York City and Sesame Street have in common? Apparently nothing, until you get acquainted with the phenomenon called “the tipping point.” Malcolm Gladwell’s book introduces us to some concepts that can have wide consequences on many levels.
Gladwell writes about epidemics—social, disease, business—and how they come about. He says there are three characteristics of an epidemic—(1) contagiousness, (2) the fact that little causes can have big effects and (3) change happens not gradually but at one dramatic moment. “The name given to that one dramatic moment in an epidemic when everything can change all at once is the Tipping Point.” (p. 9)
Three rules help us understand the nature of the Tipping Point—(1) the Law of the Few, (2) the Stickiness Factor and (3) the Power of Context.
“The Law of the Few” states that “the success of any kind of social epidemic is heavily dependant on the involvement of people with a particular and rare set of social gifts.” (p. 33) Who are they?
First, Connectors. They are people who have a special gift for bringing the world together. Connectors know lots and lots of people. They are the kind of people who know everyone. (p.38) They are people who others can reach in a few steps because, for one reason or another, they manage to occupy many different worlds and subcultures and niches. (p.48)
Second, Mavens, a Yiddish term that means one who accumulates knowledge. What sets them apart is that once they figure out how to get a deal, they want to tell you about it, too…they love you and want to help you make your decision. The Maven is socially conscious. (p. 62)
Third, Salesmen. They have the skills to persuade us when we are unconvinced of what we are hearing and help us make decisions…and they influence many. Thus, they are a crucial part of the tipping point.
“The Law of Stickiness” is the same as the Law of the Few, which says that there are exceptional people out there who are capable of starting epidemics. The Law of Stickiness says three is a simple way to package information that, under the right circumstances, can make it irresistible. All you have to do is find it. Gladwell’s studies on Sesame Street and Blue’s Clues bear this out in fascinating detail.
“The Power of Context” states that epidemics are sensitive to the conditions and circumstances of the time and places in which they occur. One of his studies in this area is around John Wesley and the Methodist movement. “Wesley realized that if you wanted to bring about a fundamental change in people’s belief and behavior, a change that would persist and serve as an example to others, you needed to create a community around them, where those new beliefs could be practiced and expressed and nurtured.” (p. 173)
Gladwell also gives us great information in the areas of “information retention” and the “diffusion model.” How he identifies innovators, early adopters and addresses “permission giving” is also very helpful.
All together Gladwell helps us identify some information that will have more impact in ministry than we can imagine…if we choose to look for, focus on and engage the people and issues he talks about.
If we do, we may find the kind of “tipping points” we’ve been praying for in our lives and ministry.
Blessings,
Tim Roehl
8582 Polk St NE
Blaine, MN 55434
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