Over the past week I was away in Chicago. I had a fairly quiet time there, so during that period I was able to catch up on some reading.
First of all, I finished reading “The Tipping Point” by Malcolm Gladwell. This is a great read – very interesting stuff. His central thesis is that social changes (business trends, fads, crime rates and other memes) tend to behave in a manner somewhat similar to epidemics – often there is little progress followed by a sudden exponential jump – the idea catches fire, as it were.
According to Gladwell, three factors are needed – the right people, the right messages and the right environment. What makes the book exceptionally interesting are the case studies used: everything from crimes on the New York subway to Sesame Street to the sales of footwear. It’s packed full of interesting tales: the bit on the 150 rule was fascinating. Essentially the idea behind this is that no social or business unit should be bigger than 150 people. Go beyond this number and you lose control. The manufacturers of GoreTex are cited as a good example of this. They build a new factory and restructure once the population of any of their units goes beyond the 150 mark. Radical stuff indeed.
If I had any reservations it is with the first area – finding those elusive “right people” who will seed the epidemic, as it were. These right people, known as Connectors, Mavens and Salespeople, are required to guarantee success. While I accept that there are people around with such exceptional skills, I wonder how common they are in practice. There is something super-human about it which doesn’t quite ring true. It all seems a little too simple – too packaged. A well working team would seem to me to work just as well, if not better.
The book Freakonomics challenges his assertion that small changes, on the margin, resulted in a sudden drop in the New York crime rate. It’s a debate that will go on for a while, I imagine.
So, I now know a bit more about “stickiness”,the dynamics of cigarette smoking, Paul Revere’s ride and the influence of peers. It’s an enjoyable read and highly “sticky” in itself, but nevertheless I have a few misgivings.
My next review is coming up soon.