I just finished reading Malcolm Gladwell's The Tipping Point. Its a great book. Its a book about a lot of things. Its helps us realize a basic biblical principle as well: little things matter because they lead to big things. Its why God took away the kingship from Saul (because he didn't wait for Samuel). Its why God didn't let Moses go into the Promised Land (because he hit a rock with a staff instead of speaking to it). Its the little things. The little things are everything.
The Tipping Point revolves around the little things as they relate to social epidemics. Gladwell defines the Tipping Point this way:
It's the name given to that moment in an epidemic when a virus reaches critical mass. It's the boiling point. It's the moment on the graph when the line starts to shoot straight upwards. AIDS tipped in 1982, when it went from a rare disease affecting a few gay men to a worldwide epidemic. Crime in New York City tipped in the mid 1990's, when the murder rate suddenly plummeted. When I heard that phrase for the first time I remember thinking--wow. What if everything has a Tipping Point?
He says there are three things that cause something to 'tip':
(1) The Law of the Few: "The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social skills." Gladwell describes these people in the following ways:
Connectors are the people who "link us up with the world ... people with a special gift for bringing the world together." To illustrate, Gladwell cites the midnight ride of Paul Revere, Milgram's experiments in the small world problem, Dallas businessman Roger Horchow, the "Six Degrees of Kevin Bacon" trivia game, and Chicagoan Lois Weisberg.
Mavens are "information specialists", or "people we rely upon to connect us with new information." They accumulate knowledge, especially about the marketplace, and know how to share it with others.
Salesmen are "persuaders", charismatic people with powerful negotiation skills. They tend to have an indefinable trait that goes beyond what they say, that makes others want to agree with them. Gladwell's examples include California businessman Tom Gau and news anchor Peter Jennings, and he cites several studies about how people are persuaded.
(2) The Stickiness Factor: the specific content of a message that makes it memorable and have impact. The children's television programs Sesame Street and Blue's Clues are specific instances of enhancing stickiness and systematically engineering stickiness into a message.
(3) The Power of Context: Human behavior is sensitive to and strongly influenced by its environment. As Gladwell says, "Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur." For example, "zero tolerance" efforts to combat minor crimes such as fare-beating and vandalism on the New York subway led to a decline in more violent crimes city-wide. Gladwell describes the bystander effect, and explains how Dunbar's number plays into the tipping point, using Rebecca Wells' novel Divine Secrets of the Ya-Ya Sisterhood, evangelist John Wesley, and the high-tech firm Gore Associates.
For a Christian and a Pastor I think this book works in a number of important ways. The most important social epidemic in history is the Gospel of Jesus. I read this book asking: How do we use these basic principles of a spreading epidemic (obviously under the Lordship and Sovereignty of God) to spread the Gospel? How do we use the Law of the Few--focused on connectors? How do we use the stickiness of the message and the methodology of Gospel-centered living? How do we use the power of context including church communities and their personalities, attitudes, and behavior for the spreading of the message of Jesus?
Such is the challenge to the Church. How do we make the Gospel the fastest growing epidemic to effect change for the glory of God?
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