A Columbia University sociologist Duncan Watts a long-time opponent of Malcolm Gladwell’s “Tipping Point” theory, has published a piece showing with empirical and computer simulated tests that the Gladwell’s hypothesis is inaccurate.
The ‘Tipping Point’ phenomenon has been used by marketers and advertisers to target individual influencers of opinion. Watts says that “Almost all of the action is away from the center.” Essentially, the sphere of influence of any one individual is small compared to the greater population base and it is word of mouth that creates and spurs virality.
Via Ars Technica.
This does not surprise me at all. I remember reading The Tipping Point (one of the partners at my old job swore by Gladwell’s Tipping Point book, to the point where he made everyone in the office read it) and thinking that it didn’t really seem empirically based. Of course, at this point, the only thing I remember clearly is the intro about Paul Revere and the Other Rider who has faded into history.
I’m so glad to know this. Very interesting stuff.
Now Gladwell should write The Point of Tipping.
Har.