The Tipping Point

Malcom Gladwell's, "The Tipping Point," is a #1 National Bestseller that describes the social process by which epidemics begin. With the perfect title, Gladwell's book explores the so-called "tipping point" phenomenon - which ultimately determines the way people are selling products and disseminating ideas. As public relations professionals, "The Tipping Point" is the perfect guide for mastering the keys to innovative diffusion and mass acceptance.

For the upcoming Relay for Life kick-off party in November, my Public Relations Administration class has to combine the skills of what Gladwell's refers to as the Connectors, Mavens and Salesmen. These three types of people ALL bring ideas to the table and must work together to make an idea tip. I am confident that the diverse group of women I'm working with will be able to do this.

If I had to choose what category of Gladwell's fits me best, I'd go with the Connector. Gladwell says Connectors are "people with a special gift for bringing the world together" (pg. 38). I wouldn't go as far as saying I have the ability to bring the world together per say, however, I thrive off of meeting new people. I love bringing friends together, and that's what this kick-off is all about. After much thought, I think that the Mavens in our group are going to be the most vital to the success of the event. Gladwell says "what sets Mavens apart, though, is not so much what they know but how they pass it along" (pg. 67). Because these types of people are information specialists, they will be able to provide intricate details that help with our budget and decor. And last but not least, the always persuasive Salesmen. Every public relations group needs a Salesmen. With the power of persuasion, these types of people are tough to resist. Gladwell says these people are "those with the skills to persuade us when we are unconvinced of what we are hearing" (pg. 69). These people will be key players when we work with the Relay for Life committee.

As my class plans the kick-off, we can apply Gladwell's ideas to the ways we utilize our group members strengths. Also, the use of local newspapers and social media is going to to make the epidemic start spreading in the Baldwin County area. As we connect and inform, we will all use Gladwell's insight in the way we think about and plan the event.