Tipping Point (Gladwell)

The Tipping Point 
Malcolm Gladwell, 2000
Little, Brown & Co.
304 pp.
ISBN-13: 9780316346627


Summary 
Defining that precise moment when a trend becomes a trend, Malcolm Gladwell probes the surface of everyday occurrences to reveal some surprising dynamics behind explosive social changes. He examines the power of word-of-mouth and explores how very small changes can directly affect popularity. Perceptive and imaginative, The Tipping Point is a groundbreaking book destined to overturn conventional thinking in business, sociological, and policy-making arenas. (From the publisher.)

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Author Bio 
• Birth—September 3, 1963
• Where—Fareham, Hampshire, England, U.K.
• Raised—Elmira, Ontario, Canada
• Education—B.A., University of Toronto
• Currently—New York, New York, USA


Malcolm T. Gladwell is an English-Canadian journalist, bestselling author, and speaker. He has been a staff writer for The New Yorker since 1996. He has written five books, The Tipping Point: How Little Things Make a Big Difference (2000), Blink: The Power of Thinking Without Thinking (2005), Outliers: The Story of Success (2008), What the Dog Saw: And Other Adventures (2009), and David and Goliath: Underdogs, Misfits, and the Art of Battling Giants (2013). The first four books were on the New York Times Best Seller list.

Gladwell's books and articles often deal with the unexpected implications of research in the social sciences and make frequent and extended use of academic work, particularly in the areas of sociology, psychology, and social psychology. Gladwell was appointed to the Order of Canada 1n 2011.

Early life
Gladwell was born in Fareham, Hampshire, England. His mother is Joyce (Nation) Gladwell, a Jamaican-born psychotherapist. His father, Graham Gladwell, is a British mathematics professor. Gladwell has said that his mother is his role model as a writer. When he was six, his family moved to Elmira, Ontario, Canada.

Gladwell's father noted that Malcolm was an unusually single-minded and ambitious boy. When Malcolm was 11, his father allowed him to wander around the offices at his university, which stoked the boy's interest in reading and libraries. During his high school years, Gladwell was an outstanding middle-distance runner and won the 1,500 meter title at the 1978 Ontario High School 14-year-old championships in Kingston, Ontario. In the spring of 1982, Gladwell interned with the National Journalism Center in Washington, D.C. He graduated with a degree in history from the University of Toronto's Trinity College in 1984.

Career
Gladwell's grades were not good enough for graduate school (as Gladwell puts it, "college was not an... intellectually fruitful time for me"), so he decided to go into advertising. After being rejected by every advertising agency he applied to, he accepted a journalism position at The American Spectator and moved to Indiana. He subsequently wrote for Insight on the News, a conservative magazine owned by the Rev. Sun Myung Moon's Unification Church.

In 1987, Gladwell began covering business and science for the Washington Post, where he worked until 1996. In a personal elucidation of the 10,000 hour rule he popularized in Outliers, Gladwell notes, "I was a basket case at the beginning, and I felt like an expert at the end. It took 10 years—exactly that long."

When Gladwell started at The New Yorker in 1996 he wanted to "mine current academic research for insights, theories, direction, or inspiration." His first assignment was to write a piece about fashion. Instead of writing about high-class fashion, Gladwell opted to write a piece about a man who manufactured T-shirts, saying

...it was much more interesting to write a piece about someone who made a T-shirt for $8 than it was to write about a dress that costs $100,000. I mean, you or I could make a dress for $100,000, but to make a T-shirt for $8 – that's much tougher.

Gladwell gained popularity with two New Yorker articles, both written in 1996: "The Tipping Point" and "The Coolhunt." These two pieces would become the basis for Gladwell's first book, The Tipping Point, for which he received a $1 million advance. He continues to write for The New Yorker and also serves as a contributing editor for Grantland, a sports journalism website founded by ESPN's Bill Simmons.

Works
When asked for the process behind his writing, Gladwell has said...

I have two parallel things I'm interested in. One is I'm interested in collecting interesting stories, and the other is I'm interested in collecting interesting research. What I'm looking for is cases where they overlap.

The title for his first book, The Tipping Point (2000), came from the phrase "tipping point"—the moment in an disease epidemic when the virus reaches critical mass and begins to spread at a much higher rate.

Gladwell published Blink (2005), a book explaining how the human subconscious interprets events or cues and how past experiences can lead people to make informed decisions very rapidly.

Gladwell's third book, Outliers (2008) examines the way a person's environment, in conjunction with personal drive and motivation, affects his or her possibility and opportunity for success.

What the Dog Saw: And Other Adventures (2009) bundles together Gladwell's favorite articles from The New Yorker since he joined the magazine as a staff writer in 1996. The stories share a common idea, namely, the world as seen through the eyes of others, even if that other happens to be a dog.

David and Goliath (2013) explores the struggle of underdogs versus favorites. The book is partially inspired by a 2009 article Gladwell wrote for The New Yorker, "How David Beats Goliath."

Reception
The Tipping Point and Blink became international bestsellers, each selling over two million copies in the US.

David Leonhardt wrote in the New York Times Book Review: "In the vast world of nonfiction writing, Malcolm Gladwell is as close to a singular talent as exists today" and that Outliers "leaves you mulling over its inventive theories for days afterward." Ian Sample of The Guardian (UK) also wrote of Outliers that when brought together, "the pieces form a dazzling record of Gladwell's art. There is depth to his research and clarity in his arguments, but it is the breadth of subjects he applies himself to that is truly impressive."

Criticism of Gladwell tends to focus on the fact that he is a journalist and not a scientist, and as a result his work is prone to oversimplification. The New Republic called the final chapter of Outliers, "impervious to all forms of critical thinking" and said that Gladwell believes "a perfect anecdote proves a fatuous rule."

Gladwell has also been criticized for his emphasis on anecdotal evidence over research to support his conclusions. Steven Pinker, even while praising Gladwell's attractive writing style and content, sums up Gladwell as "a minor genius who unwittingly demonstrates the hazards of statistical reasoning." Pinker accuses him of using "cherry-picked anecdotes, post-hoc sophistry and false dichotomies" in Outliers.

Despite these criticisms Gladwell commands hefty speaking fees: $80,000 for one speech, according to a 2008 New York magazine article although some speeches he makes for free. (Adapted from Wikipedia. Retrieved 10/02/2013.)

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Book Reviews 
The Tipping Point, by Malcolm Gladwell, is a lively, timely and engaging study of fads... Gladwell, who made his career in journalism as a science writer, has a knack for explaining psychological experiments clearly; The Tipping Point is worth reading just for what it tells us about how we try to make sense out of the world.
Alan Wolfe - New York Times Book Review

An imaginative...treatise that's likely...to generate some buzz...it's hard not to be persuaded by Gladwell's thesis. Not only does he assemble a fascinating mix of facts in support of his theory...but he also manages to weave everything into a cohesive explanation of human behavior. What's more, we appreciate the optimism of a theory that supports, as another pundit once called it, the power of one...there's little doubt that the material will keep you awake.
Business Week

The Tipping Point is propelled by its author's voracious but always amiable curiosity.... Gladwell has a knack for rendering complex theories in clear, elegant prose, and he makes a charismatic tour guide. As a result, the book's constant movement from one cultural realm to the next...never produces any literary motion sickness.
San Francisco Chronicle Book Review

When it was first published in 2000, Malcolm Gladwell's book about social epidemics "tipped." It made the bestseller lists both here and abroad. It became a popular phenomenon. This is what The Tipping Point is all about. Gladwell's concept, the topic of sociologists since the 1970s, is that trends and ideas take off—reach the tipping point—for some reason, usually because of the influence of a small group or even one individual. He offers as his first example the resurgence in popularity among the cool people of Hush Puppies, the brushed-suede shoes that were down to sales of a mere 30,000 pairs a year. Suddenly in 1995 they became a hot property and they sold 430,000 pairs a year. The same phenomenon occurs with crimes, children's television (Sesame Street and Blue's Clues), smoking among the young, direct mail, and Paul Revere's famous ride. Gladwell says that the best way to think of these trends is to see them as epidemics; they spread like viruses do. And in that spread some people are more influential than others. He posits three rules: the Law of the Few, the Stickiness Factor, and the Power of Context. His explanations are persuasive. His ideas on smoking among youngsters and how to slow it should be required reading by government officials at all levels. In his new afterword, Gladwell touches on the AIDS epidemic, improving public schools in tough neighborhoods, the massacre at Columbine High School, and finding Mavens, those influential people who make things happen. Highly recommended for its clear exposition of important issues. Recommended for senior high school students, advanced students, and adults.
Janet Julian - KLIATT

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. For example, many parents may be alarmed at his advice on drugs: since teenagers' experimentation with drugs, including cocaine, seldom leads to hardcore use, he contends, "We have to stop fighting this kind of experimentation. We have to accept it and even embrace it." While it offers a smorgasbord of intriguing snippets summarizing research on topics such as conversational patterns, infants' crib talk, judging other people's character, cheating habits in school children, memory sharing among families or couples, and the dehumanizing effects of prisons, this volume betrays its roots as a series of articles for The New Yorker, where Gladwell is a staff writer: his trendy material feels bloated and insubstantial in book form.
Publishers Weekly

This genial book by The New Yorker contributor Gladwell considers the elements needed to make a particular idea take hold. The "tipping point" (not a new phrase) occurs when something that began small (e.g., a few funky kids in New York's East Village wearing Hush Puppies) turns into something very large indeed (millions of Hush Puppies are sold). It depends on three rules: the Law of the Few, the Stickiness Factor, and the Power of Context. Episodes subjected to this paradigm here include Paul Revere's ride, the creation of the children's TV program Sesame Street, and the influence of subway shooter Bernie Goetz. The book has something of a pieced-together feel (reflecting, perhaps, the author's experience writing shorter pieces) and is definitely not the stuff of deep sociological thought. It is, however, an entertaining read that promises to be well publicized. Recommended for public libraries. —Ellen Gilbert, Rutgers Univ. Lib., New Brunswick, NJ
Library Journal

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Discussion Questions 
1. The Tipping Point is that magic moment when an idea, trend or social behavior crosses a threshold, tips, and spreads like wildfire. At what point does it become obvious that something has reached a boiling point and is about to tip?

2. The possibility of sudden change is at the center of the idea of the "Tipping Point"—big changes occurring as a result of small events. If we agree that we are all, at heart, gradualists, our expectations set by the steady passage of time, is it reassuring to think that we can predict radical change by pinning their tipping points? Can we really ensure that the unexpected becomes the expected?

3. The 80/20 Principle states that in any situation roughly 80 percent of the 'work' will be done by 20 percent of the participants. This idea is central to the Law of the Few theory where a tiny percentage of people do the majority of work. But say you took those 20 people who do all the "work" away, would changes or epidemics never occur or would the next 20 people step into that role and assume the position of "workers"? Is one born an exceptional person, a 'one of the few,' or could someone eventually learn how to become a member of this exceptional group?

4. Stickiness means that a message makes an impact and doesn't go in one ear and out the other. Take a simple, every day example of this. Think about a song that you couldn't get out of your head or that television commercial you still remember from when you were a kid. Could you pinpoint what it is you think makes them "sticky?"

5. This says that human beings are a lot more sensitive to their environment than they may seem. How attuned are you to your environment and its effect on you? Have you felt your mood change because of the surroundings even if it's as subtle as standing near a couple in a bitter argument or being in a cluttered, messy bedroom?

6. Would you rather see a film, eat at a restaurant or shop at a store on hearing from a friend that it's good or do you prefer to go in 'blind' with no expectations? Is the word-of-mouth phenomenon a strictly organic process or can it be manipulated? By this, I mean, do products circulate via word-of-mouth solely based on their merit and impact on the consumer or is it possible for marketers to create buzz from people paid to do so? Would this work or would this fail as soon as the 'word' got beyond the 'fixed' transmitters?

7. Connectors—the kinds of people who know everyone and possess special gifts for bringing the world together. What kind of careers and job titles would you expect Connectors to have? Connectors are defined by having many acquaintances, a sign of social power, but do you think a Connector privileges quantity over quality? How do Connectors embody the maxim "it's not what you know but who you know?"

8. Maven—means one who accumulates knowledge and who has information on a lot of different products or prices or places. Could anyone be a maven if they just have the diligence and desire to learn a specific craft or area of knowledge?

9. Salesmen—are the select group of people with the skills to persuade us when we are unconvinced of what we are hearing. Discuss what you think makes a good salesman? Think about the last time you were in a store and what you liked or didn't like about the retail person assisting you? Have you ever felt suckered into buying something or recognized the only reason you bought an item (or even one in ever color) was because of the person selling it to you?

10. What happens when two people talk? They engage in a kind of dance. Their volume and pitch fall into balance and they fall into physical and conversational harmony? So, when we 'click' with someone, is this harmony immediately established without effort or can it be created and fine-tuned with practice or over time? Is it this synchronicity that leads to attraction? Does the way people 'dance' with each other indicate the presence of chemistry?

11. What would you describe yourself as—a connecter, maven or salesman? Think of the people you know and who out of them best exemplifies these categories and why?

12. Sesame Street was an example of how an agent of infection (television) was able to infect a positive virus (literacy). What are some other examples of sticky messages that aren't as beneficial in culture?

13. What makes a message memorable? What about the commercial we dislike and we only recall because it irritated us so intensely? Haven't the advertisers fulfilled their purpose by the sheer fact you remember their commercial? Does this mean that the cliché "even bad publicity is good publicity" is right? If something gets noticed and sticks in the viewer's mind then does the nature of the message not matter?

14. We have become, in our society, overwhelmed by people clamoring for our attention. This information age has created a stickiness problem. Has the excessive amount of choice proved counter-productive for American consumerism? For instance, walking down the cereal aisle at the supermarket do you...

• Buy way more than you need after spotting 3 new attractive, discounted products? 
• Head straight to your regular brand, walking out with the same cereal you have had since you were a kid?
• Become paralyzed with indecision and leave after 2 hours with a loaf of bread?

15. What are some of the desperate measures taken by advertisers, publicists and celebrities to get noticed and stay in the limelight? How has the level of shock tactics used to grab public attention escalated and changed over time? Do we risk become totally desensitized as a culture, immune to the eyebrow-raising, attention-grabbing ploys of marketers?

16. Do you think that children's television shows like Sesame Street and Blues Clues are more educational and 'stickier' than books?

17. The Ya-Ya Sisterhood epidemic reveals the critical role that groups play in social epidemics. Psychologists tell us much the same thing: that when people are asked to consider evidence or make decisions in a group, they come to very different conclusions than when they are asked the same questions by themselves. Can we ever really make a decision in a vacuum, solely based on our own feelings, or do our peers or surroundings always influence us somehow?

18. The Rule of 150 suggests that the size of the group is another one of those subtle contextual factors that can make a big difference. Groups under the size of 150 are more effective as they can exploit the bonds of memory and peer pressure. Is there a particular group or organization that you consider successful and if so, what do you think makes them so effective?

19. If peer pressure is more powerful than the concept of a boss would you work harder for a boss whom you are friendly with because you care more what they think?

20. Do you believe that it was essentially the 'cool' marketing campaign that tipped the Airwalk trend? Can you think of other more current products that have exploded onto the market with an equally impressive advertising assault? Would Apple computers and the iPod phenomenon, for example, be as popular if it didn't have it's signature marketing campaign?

21. All kinds of high-tech products fail, never making it beyond the Early Adopters, because companies fail to transform an idea that makes perfect sense to an Early Adopter to one that makes perfect sense to a member of the Early Majority. Do you know of any examples of products or ideas that looked like they had great potential but never seemed to make it to the mainstream?

22. How do weird, idiosyncratic things that really cool kids do end up in the mainstream? They are translated from a highly specialized world into a language the rest of us can understand. So, when we judge things as being weird and idiosyncratic are we really saying that we just don't understand it? It's not the product but our interpretation of it that is limited? Could everything, if 'sugarcoated' in a way we recognize, ultimately, become palatable and even enjoyable?

23. The epidemics of suicide and smoking are complex and largely unconscious contagions with far more subtle undercurrents at work. One explanation beyond rationale is that as humans we get permission to act by seeing others engage in deviant acts. When we engage in dangerous or reckless behavior of any kind, how much of our decision to do so is conscious versus unintentional?

24. Are you a smoker or have you ever been? What do you think makes some people pick up the habit while others steer clear of it their whole lives?

25. What are your opinions on the nature vs. nurture debate? Do you agree that environment plays a bigger role in shaping and influence children than genetics and personality?

26. "Telling teenagers about the health risks of smoking—it will make you wrinkled! It will make you impotent! It will make you dead!—is useless," says Judith Harris. Is this morally incomprehensible advice or the sad truth? What do you think about the psychologist David Rowe's theory that "the role of parents is a passive—providing a set of genes at loci relevant to smoking risk, but not socially influencing their offspring?" Should parents spend more time trying to monitor and shape their children's peer group than correcting and disciplining them in the home?

27. Do you agree that instead of fighting experimentation, which is a natural and unavoidable fate of growing up, we should be rather focusing on diminishing the consequences of that experimentation? For example instead of forbidding your child from consuming alcohol when he goes out or proselytizing about the dangers of under-age drinking, should parents rather ensure there is a sober, designated driver at one of their parties? What other examples can you come up with based in this approach?

28. What underlies successful epidemics, in the end, is a bedrock belief that change is possible, that people can radically transform their behavior or beliefs in the face of the right kind of impetus. Can leopards really change their spots and do you agree that it only takes the smallest infractions to cause the greatest changes? With the slightest push in the right place, can the world around us be tipped?
(Questions from author's website.)

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