2002 book by Malcolm Gladwell. He asks, “Why is that some ideas or behaviors or products start epidemics and others don’t? And what can we do to deliberately start and control positive epidemics of our own?” Very interesting book that is worth your time to read!
Okay, I finally got a few minutes to come back to this (Sept 4) to update this a bit. This book has some great application for the church. Gladwell talks of the “three agents of change” which he calls “the Law of the Few, the Stickiness Factor, and the Power of Context” (19).
When he speaks of stickiness, he refers to making a message stick. If that doesn’t apply to our presentation of the gospel, what does? But it was the “Law of the Few” that really grabbed by attention. Gladwell discusses “connectors,” “Mavens,” and “salesmen.” You need to read this information. It’s great stuff that will get your wheels spinning! And his story regarding the effectiveness of Paul Revere’s message vs. the lack of by William Dawes is very interesting.