A quick note: We filmed this episode, a slight departure from our usual format. You can listen to the episode above, or watch the slightly longer version below. 

It's been more than 25 years since author Malcolm Gladwell brought the concept of the tipping point to the mainstream, exploring how "little things" can have an outsized impact on the world around us. Since then, life has only gotten more micro-targeted. But what does that mean for society and business? Gladwell joined Rotman Visiting Experts host Brett Hendrie to talk about his new book Revenge of the Tipping Point: Overstories, Superspreaders, and the Rise of Social Engineering. 

Give the episode above a listen or watch below, or listen directly on Spotify, Apple, YouTube, Amazon or Simplecast.  

Here are three takeaways you can expect: 

1. Epidemics, be they health or societal, are often started by a very, very small number of individuals. Gladwell points to the opioid epidemic in the U.S. While it's had a massive impact on hundreds and thousands across the U.S. (and beyond), the root of the crisis owes its thanks to Purdue Pharma, which relentlessly targeted just a small handful of doctors. By micro-targeting a handful of physicians willing to over-prescribe painkillers, Purdue engineered a national crisis. 
2. We're often shaped by narratives in ways we aren't always aware of, and they tend to be more community and locally based than we realize. Gladwell uses the concept of "overstories," that is how the upper canopy of a forest shapes life below it, to explore how these stories — say Canada's pride in multicultralism and immigration — can shape entire nations. As we become increasingly digitized and decentralized in our community identities, it's worth considering which new "overstories" are shaping how we interact with the world. 
3. The law of a few — that epidemics are shaped by just a few individuals, often with unique gifts — was one of Gladwell's most enduring concepts introduced in The Tipping Point. This time around, he introduces us to the idea of "the rule of thirds." You don't need a majority or even an even split to achieve critical mass, particularly with positive societal change. Instead, looking at the niche example of women in male-dominated fields, critical mass might simply be "too many to ignore."

New episodes of Rotman Visiting Experts are released monthly on Spotify, Apple Podcasts, and Amazon. Desktop listeners can also tune in on Simplecast.

Prefer to read than listen? Access the full transcript here. 

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