The Tipping Point by Malcolm Gladwell
On the night of 18 April 1775, why did Paul Revere’s warning to his fellow US patriots about the movements of the British army around Boston spread quickly, while other messengers didn’t share the warning so effectively?
During 1994-96, why did annual sales of Hush Puppies shoes grow from 30,000 to 430,000 without any significant investment in advertising or marketing?
How did the authorities manage to significantly reduce crime in New York in the late eighties and early nineties?
Why are groups of no more than 150 people so effective at making an idea, behaviour pattern or product ‘tip’ and become widely accepted or successful?
Malcolm Gladwell’s best selling book, The Tipping Point, explains the reasons why the above events happened and how they all share common factors which makes them ‘tip’ and snowball. The author uses case studies such as the American Revolution, AIDS, Hush Puppies, New York crime, Sesame Street, Micronesia suicides and teen smoking to illustrate his theories on why they all tipped and grew exponentially or became successful very quickly.
You will need to read the book to find out what the four factors are, but in the case of the New York crime for example, the author explains that the derelict buildings and the neglected subway system created the environment for crime to thrive. If a building has broken windows, some people will think it is ok to break a few more. Fare-beating was deemed acceptable in the subway because virtually everyone was doing it. Many of the machines were out of order, which didn’t help matters either. The authorities significantly reduced crime by upgrading the subway system. Plain clothed policemen arrested fare-beaters and sometimes discovered they had criminal records or were carrying a weapon. Fare-beating and crimes on the subway greatly reduced while income from the fares dramatically increased.
The policed also cracked down on quality of life crimes on the street, such as car window washers, drunkenness, public urination, etc. The precipitous reduction of the minor crimes lead to the decline in serious criminal activity and a much better quality of life in New York. As Gladwell points out, a person’s environment has a big influence on their behaviour.
Small details are very often the key factor that makes something snowball, and can be easily overlooked. The author gives detailed analysis of all the various case studies so that the reader can apply them to their business, workplace or personal endeavour.
Personally, one of the surprising factors was the rule of 150. It has been proved that human beings have the social capacity for groups of up to 150. This number is preferable for creating harmonious and productive societies and workplaces, and of course tipping points.
Military units are often less than 150. Hutterite colonies in the USA are not allowed to grow beyond 150 members. The Gore-Tex clothing business prohibits offices with more than 150 staff, preferring to build a new office nearby if capacity is needed. Keeping within the 150 threshold allows members to feel comfortable and not overwhelmed. It encourages more interaction and understanding, and crucially, a good fertile breeding ground for ideas and innovation – essential for an innovative company like WL Gore Associates.
This theory could be applied to social networking sites such as Facebook or LinkedIn where most people would claim to have meaningful relationships with around 125-150 ‘friends’ or connections. If you have significantly more than this, you might understandably feel overwhelmed and or guilty about spending too much or too little time of these sites. A recent study by Napier University, Edinburgh showed that Facebook did create anxiety amongst the respondents to the survey.
On the whole the book provides great insights into why things gradually tip then snowball and how they all share common traits or factors that were essential for them to tip in the first place. The four factors can also be found in ‘epidemics’ that appear to be accidents or flukes.
If you are in business, the findings in this book can be applied to marketing campaigns, management style and culture. On a personal level, it might also motivate you to examine how you convey your business face-to-face or at a presentation. Which makes it essential reading if you are looking for significant improvement in these areas.
How did Paul Revere spread the warning so effectively and thereby enable the US patriots to prepare for the British army? He was a ‘connector’ and belonged to many social circles, so he know who exactly who to share the news with. He knew everyone he met and they knew him and believed his warning.
Read more reviews of The Tipping Point by Malcolm Gladwell on Amazon. Fortune described The Tipping Point as “a fascinating book that makes you see the world in a different way”.
