The Tipping Point

There is a notion that ideas and creativity run at random through society. That there is no total reason or balance as to why ideas and trends exist. Malcolm Gladwell, writer of The Tipping Point was able to develop and apply what he has found to be the three players in society. These players are, as stated in the book, responsible for the decrease in the New York City crime rate, the rush for Hush Puppy Shoes, and even the American Revolution. The book's main focus, however, is how the "littlest things create large impacts." These small events tip the balance and then the repercussions are felt through society.

It is important before continuing to break down the book and its "key players" that the players are introduced to the field. The first player is the connector, the second is the maven, and the third is the salesman. Aside from sounding like a bad joke, these three play a crucial role in the transportation of ideas through society. The connectors are those who know many people, and know them personally. Milgram addressed the idea of 6 degrees of separation, which is exactly what the connector does. The connector is able to bring a small idea to a large group of people. Then there are the mavens, these are the educators, the people who do not persuade, but bring information directly to people and afford those not in the "know" to "know." Last is the salesman. The salesman, as the name implies, is the man that is responsible for making the public want whatever is being addressed. The salesman makes not just verbal persuasion, but active persuasion. These people are able to transform an idea into a firestorm through society. Together, the trio is able to take an idea, spread it, force it, and educate to understand.

The book continues with the discussion of various social issues. The first issue addressed is that of the "stickiness factor." Using Sesame Street as an example, the idea is to keep everyone as engaged as possible all the time. In doing this, the watcher becomes part of the event. Using children, the creators of Sesame Street adjusted programming on test groups to ensure that the kids would not get bored, and were not able to predict the plot; keeping them latched to the show for its entirety. This principal of "stickiness" is the ability to grab the attention of society and keep that attention locked, repeatedly.

The next portions of the book build on the stickiness with a focus on the power of context and the idea of linguistic miscommunications. The power of context, both situational and socially drive the people to want more. The translation portion is part two. If there is rumor, the book uses HIV as an example, that is mis-communicated it can cause major problems through society by having the stickiness and the power-players spreading this idea that grabs the pubic and leaves a lasting memory. Elaborating on the HIV example, the idea that it can be caught from a pool, or looking at someone, or just the perpetual other facts that were not supported, but were spread through the social order.

The importance of the all the characters playing in this social order help to create a tipping point. At what point does something trigger the network of mavens, connectors, and salesmen? At what point does the populace get latched and their attention consumed? How can this network spread valuable information and improvements as well as damaging misinformation? The question really is: are you responsible for the next tipping point?