What do you think?How do trends become popular?

By Malcolm Gladwell

The Tipping PointHow Little Things Can Make a Big Difference

Born on September 3, 1963Grew up in rural Ontario, British Columbia Lives in New York CityWorks for New York Magazine since 1996Worked for The Washington Post (1987-1996)One of Time Magazine’s

100 Most Influential People (2005)

The Tipping Point“The name given to that one dramatic moment in an epidemic when everything can change all at once is the Tipping Point”

-Malcolm Gladwell• Social “Epidemics”• Gladwell asserts many ideas, products,

messages, and behaviors we find in society can be characterized by their rapid, exponential spread through our population, a counter intuitive notion.

• 3 Agents of Change: • the Law of the Few: social connections and

functions• the Stickiness Factor: idea packaging• the Power of Context: our sensitivity to our

environment

The Law of the Few• The structure of our

social networks• How epidemics are

spread through word of mouth

• The counter intuitive notion that a few people are truly responsible for the spread of information.

• Connectors, Mavens, Salesmen

ConnectorsWho are they?• People with a special ability for bringing other people together.• Extraordinary knack for making friends and (most importantly)

acquaintances.• They simply “know” more people.• They have an instinct that helps them relate to the people they

meet.• They tend to see the best in everyone. Why are they important for spreading a message?• They are connected to multiple different satellite groups of

friends, not just one group. • In the distribution of new information or ideas, acquaintances

are always more important than friends because they occupy a different world.

• Connectors have the ability to spread information from one social world to another.

• They are masters of the “weak tie” relationship (acquaintances).

MavensWho are they?• In essence, Teachers!• Experts who want to educate and help spread knowledge• Data banks: the best bank, the best deal, etc. • They have researched the options. Why are they important for spreading a message?• Mavens are reliable sources of information (ex: Zagat

restaurant guide)• The accuracy and reliability ensures that more people will

actually take their advice• A Connector may recommend a restaurant to 10 people, of

which 5 will try it while a Maven may only suggest a restaurant to 5 people, although all 5 will take the advice

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=wp7R83boWqk-LM&tbnid=pj59V7M5ofzIrM:&ved=0CAUQjRw&url=http://www.calvin.edu/~dsc8/social_networks_learning.htm&ei=4cU0UbnpFcjD0QH_5YDQCw&bvm=bv.43148975,d.dmQ&psig=AFQjCNF48iNgQVNtClY0o-WsX-yNX2f84A&ust=1362499385733694

SalesmenWho are they?• Persuasive and charismatic• Clear, rational, coherent• Natural ability for rhythmic and harmonious

conversational patterns which allow the person to establish rapport

• Known as “senders” by psychologists., as emotions are contagious. (studies show that emotional expressions like frowning or smiling can go from the outside-in even if we conceive them from the inside out).

Why are they important for spreading a message?• They are influential• They are able to read their recipient and

“infect” them with their understanding making “it” relevant to them

Can you name a Connector?

Maven?Saleman?

The Stickiness FactorWhat is it?• A product or idea must be good to stick, no matter who is

spreading the word.• Research allows stickiness to be enhanced and

systematically engineered.• Use research based data to fine-tune the format and

material to affect the stickiness of a product. Sesame Street• If you can hold kids attention, you can educate them• Research: when did kids pay attention to TV vs. play: kids

watch TV when they understand and look away when they are confused. Also examined types of scenes, length, etc.

• Separating fantasy and reality was changed right before the show aired.

Blues Clues:• Simplify show content• Mutual exclusivity of possible word meaning for language

learning• Active involvement

The Power of the ContextWhat is it?• Seemingly small changes in the context of a message can

determine whether or not it tips.• The geographical location or timeliness of a message

delivery can affect its success. Fundamental Attribution Error Broken Window Theory• Crime is an inevitable result of disorder• William Bratton transit athority • Criminal behavior is a function of social context• Criminals are acutely sensitive to their environmentGore-TexThe rule of 150

What Implications does Gladwell’s theory have for education

• How does the law of few affect your classroom? Can it be harnessed to more powerfully spread messages?

• How does the packaging of a lesson (technology, theme, lesson plans) affect whether or not the students buy into it?

• How does the context (grading system, bureaucracy, educational conditioning, school climate and culture, etc.) affect student learning? What would Illich say about this?