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

The premise of this facile piece of pop sociology has built-in appeal: little changes can have big effects; when small numbers of people start behaving differently, that behavior can ripple outward until a critical mass or “tipping point” is reached, changing the world. Gladwell’s thesis that ideas, products, messages and behaviors “spread just like viruses do” remains a metaphor as he follows the growth of “word-of-mouth epidemics” triggered with the help of three pivotal types. These are Connectors, sociable personalities who bring people together; Mavens, who like to pass along knowledge; and Salesmen, adept at persuading the unenlightened. (Paul Revere, for example, was a Maven and a Connector). Gladwell’s applications of his “tipping point” concept to current phenomena–such as the drop in violent crime in New York, the rebirth of Hush Puppies suede shoes as a suburban mall favorite, teenage suicide patterns and the efficiency of small work units–may arouse controversy.
– Copyright 2000 Reed Business Information, Inc.

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