The Tipping Point (book)

Malcalm Gladwell, The Tipping Point

This book was interesting to me because it studies the reasons for sudden changes. I have noticed throughout my career that it is frequently the “little things” that create major changes (and frequently sudden, major change), so I wanted to read it to help me understand, and, to some degree, manage such phenomenon.

His basic theory is that “ideas, projects, messages and behaviors” spread just like viruses do. Characteristics include:

1. They are clear examples of “contagious behavior”

2. “Little changes have big effects”

3. Changes happen in a hurry.

Gladwell states that the “sudden” change is the most important factor and he calls the sudden change “The Tipping Point”. The Tipping Point is that point of Critical Mass.

AGENTS OF CHANGE:

What are the causes of change leading to a “tipping point”.

1. Law of the few

Some people matter more than others. Tiny percentage of the population are the key factors in the change. Probably can identify that the “change agents” are different.

Key categories are “Connectors, Mavens and Salesmen”

The “Connectors” are persons who know a lot of persons and operate in a lot of different worlds. They are able to distribute information to a lot of different “worlds” in a short amount of time and do so effectively. Connectors know lots of people, lots of different types of people and are able to develop “weak tie” social connections

The “Maven” is an informational specialist and, more important, they distribute the information.

The “Salesmen” are the persuaders, even when they don’t necessarily intend to be.

2. Stickiness Factor

Stickiness means that a message has an impact, for whatever reason.

There are ways of making a message memorable. We may be able to make small changes that will increase the “stickiness factor” and make the message memorable.

Some examples in the book (Sesame Street) etc. were noted, but there is not “one” way to re-package a message to make it “sticky”. Repetition and involvement of the audience have helped make a message memorable and thus “sticky”.

3. Power of Context

The actual situation will make a major difference. Human beings are a lot more sensitive to their environment than they may seem.

Power of Context is important since we are extremely sensitive to context. (“Broken Windows” theory, that broken windows provide a context for further disruption etc. Appears to “give permission” to others. Minor, seemingly insignificant Quality of Life items are “Tipping Points” for crime.

The way the “message” is conveyed (context) also could make it “sticky” and context.

Persons with ties to many groups are important to spread to Tipping Point.

Rule of 150

Peer pressure is much more impt than the Boss.

RUMORS:

-Story is “leveled” (all kinds of details essential for meaning are left out)

-Story is “sharpened” (Details that remain are made more specific)

-Process of Assimilation takes place-story is changed to fit and make more sense to persons spreading it.

-“Permission” to do act

-Context (Beauty salon) etc., target resources

www.gladwell.com

SUMMARY: These concepts are obviously important in City government, in getting messages across, and analyzing how problems and forces develop.

Some of the thoughts on communication (“getting the message across”), the “broken window theory” etc. are especially valuable.