The Tipping Point is a book that contains multiple studies and theories behind one main topic: how ideas start as something as small as a rain drop but can quickly turn into something as massive as a thunderstorm. The genius behind this book, Malcolm Caldwell, examines how a certain behavior can transcend all ages, genders and races and become a social epidemic.
When Caldwell first talked about the epidemic I was slightly confused by the comparison because I always associated that word with a negative connotation, like an epidemic of malaria or the swine flu. But the way Caldwell explains the epidemic is in a completely different light, sometimes good but other times, not so much. Like with his example of the subway shooting incident in New York: some people believed Bernie Goetz to be a hero by “taking back the subway system” and even dubbed him the Subway Vigilante.
Although Goetz committed a crime, people still stuck to their guns (no pun intended) and stood behind this man because he represented the solution to what was wrong with the urban crime rates. This anecdote is part of Caldwell’s Power of Context rule.
Another one of the rules Caldwell uses to explain his Tipping Point theory is the Stickiness Factor which, in my opinion, makes the most sense and is the most crucial for actually bringing to life a social epidemic. The Stickiness Factor refers to how a thought or message can be so memorable to so many people that it sticks in everyone’s mind. The example he gave is Sesame Street and how different studies showed what kids do and do not retain and how to deliver the information so it does in fact stick in their minds, no matter how young a mind it may be.
The third rule Caldwell applies to his school of thought is the Law of the Few.
This rule states that only a small handful of people actually cause change, or a tip in the social atmosphere, and that this small group is so powerful in thought and influence that they can affect (in essence) the whole world. There are three types of people who have the power to convince such a mass amount of others: Salesman, Mavens and Connectors. The Salesman sounds exactly like what it is, a person who can sell you on an idea/concept and make one feel like he/she will be personally affected by this change. Then comes the Maven. The ones who refer to the most minute details of any situation. They become the people others can relay on because of how specific they are with their work. And finally, the Connectors. The ones who know all different types of people and are familiar with a broad range of topics. Connectors can influence people from all walks of life, which is why in my view they carry the biggest power/influence over any of the others.
Overall the book was entertaining and it showed me a different way of thinking about how social trends occur. An epidemic can hit fast and quick, but its affects can be felt for a lifetime.