Kimberly McKay EDLD 5306 Concepts of Educational Technology 12/8/2021

Technology/Leadership Book Summary

The Tipping Point How Little Things Can Make a Big Difference by Malcolm Gladwell.

Although this book did not specifically address educational technology, the idea that
there are a number of factors and patterns that influence technology trends is applicable. As
educators and administrators in K-16 we must be cognizant of trends that influence everything
from the way our students learn and communicate to campus infrastructure. Specifically, Robin
Dunbar’s Rule of 150: the maximum number of people with whom one can maintain stable and
productive social relationships. I often wonder why wildly successful programs for at risk
students are affecting such small populations. Why don’t they bring the programs to scale
impacting and serving more students? Gladwell gives some insight as to why this may not be
possible. The key to maintaining control and avoiding mission creep is to limit the group size so
that communication and relationships are maximized.

Malcolm Gladwell defines tipping point as that “magic moment when an idea, trend or
social behavior crosses a threshold and spreads like wildfire.” He likens the trend to an
epidemic whereby “little things can make a big difference,” resulting in extreme popularity or
changes in the environment and the culture. In the book, Gladwell studies phenomenons in
pop-culture and historical events as well as crime and public health that have tipped or change
dramatically as result of a combination of intended and unintended circumstances. Gladwell
uses real-world and well-known trends to demonstrate the “tipping point,” allowing the reader to
identify with relevant “epidemics.” Through research of these phenomenons, Gladwell identifies
three key factors or rules that each play an integral role determining whether a particular trend
will “tip” into popularity: Law of the Few, the Stickiness Factor, and the Power of Context.

The first factor, Law of Few, Gladwell identifies people he calls “connectors, mavens and
salesman” that affect trends. Connectors, mavens and salesman are influential, charismatic
people who primarily impact “word of mouth” epidemics. To illustrate this point, Gladwell uses
historic and pop-culture examples. Paul Revere, a famous connector, spread a “word of mouth
epidemic” when he rode through the country side spreading the news: “The British are coming!”
Because he was a trusted, well-respected member of society, the Patriots heeded Paul
Revere’s warning and mobilized to successfully fight the British army. Conversely, another, not-
so-well known Patriot, William Dawes, also set out on the same Midnight Ride; however, he was
not as successful. He was not a connector.

The second type of person, mavens are people who have a strong desire to help other
consumers by helping them make decisions. Mavens are information consumers who have the
knowledge and the social skills to start word-of-mouth epidemics, but don’t have the ability to
spread the word. The salesman, the third type of person, has the ability to persuade and
motivate people into action. While mavens will simply give us the information to make our own
decision, salesman will convince us of a decision. Both are integral in tipping word-of-mouth
epidemics.

The second factor, the Stickiness Factor, speaks to the quality of a message and
whether or not it grabs, and keeps, people’s attention. Gladwell uses the evolution of Sesame
Kimberly McKay EDLD 5306 Concepts of Educational Technology 12/8/2021

Street to demonstrate how “sticky” things become “contagious” and result in a social
phenomenon (epidemic). Just as marketing experts rely on repetition to sell a product, the
creators of Sesame Street use audio and visual repetition to teach children. Through research
the creators of Sesame Street learned which vignettes engaged children, and how the order of
those vignettes and their relevance to real world things were responsible in creating the
“stickiness” that made the show memorable and successful. The stickiness of Sesame Street
has resulted in a phenomenon that has spanned almost five decades.

The final factor, the Power of Context, speaks to the impact our surroundings have in
affecting an epidemic and creating a “tipping point.” Gladwell demonstrates how the “Broken
Window Theory” played a significant role in the rise and fall of crime in New York. Simply
stated, disrepair will invite crime, increase apathy and decrease the quality of life in a
neighborhood. Conversely, clean streets, buildings and transportation create a sense of
ownership, accountability and responsibility. Disrepair tips the violence; and by cleaning the
neighbors the crime epidemic will tip in the opposite direction.

Furthermore, in the review of case studies, Gladwell discusses tipping point outcomes
as both intended and unintended consequences, and how those consequences resulted in
further tweaks of the idea, the product, the culture or the process. Gladwell suggests that
researchers as well as policy and product makers should be aware of each role and how they
can influence a trend and create “tipping point” that results in an epidemic.

Reference

Gladwell, M. (2000). The Tipping Point How Little Things Can Make a Big Difference.
Boston, MA. Little, Brown and Company.