The Tipping Point

by Malcolm Gladwell

  1.

  In the late 1960s, the psychologist Stanley Milgram conducted an experiment to find an answer to what is known as the small world problem. The problem is this: how are human beings connected? Do we all belong to separate worlds, operating simultaneously but autonomously, so that the links between any two people, anywhere in the world, are few and distant? Or are we all bound up together in a grand, interlocking web? In a way, Milgram was asking the very same kind of question that began this chapter, namely, how does an idea or a trend or a piece of news—the British are coming!—travel through a population?

  Milgram’s idea was to test this question with a chain letter. He got the names of 160 people who lived in Omaha, Nebraska, and mailed each of them a packet. In the packet was the name and address of a stockbroker who worked in Boston and lived in Sharon, Massachusetts. Each person was instructed to write his or her name on the packet and send it on to a friend or acquaintance who he or she thought would get the packet closer to the stockbroker. If you lived in Omaha and had a cousin outside of Boston, for example, you might send it to him, on the grounds that—even if your cousin did not himself know the stockbroker—he would be a lot more likely to be able to get to the stockbroker in two or three or four steps. The idea was that when the packet finally arrived at the stockbroker’s house, Milgram could look at the list of all those whose hands it went through to get there and establish how closely connected someone chosen at random from one part of the country was to another person in another part of the country. Milgram found that most of the letters reached the stockbroker in five or six steps. This experiment is where we get the concept of six degrees of separation.

  That phrase is now so familiar that it is easy to lose sight of how surprising Milgram’s findings were. Most of us don’t have particularly broad and diverse groups of friends. In one well known study, a group of psychologists asked people living in the Dyckman public housing project in northern Manhattan to name their closest friend in the project; 88 percent of the friends lived in the same building, and half lived on the same floor. In general, people chose friends of similar age and race. But if the friend lived down the hall, then age and race became a lot less important. Proximity overpowered similarity. Another study, done on students at the University of Utah, found that if you ask someone why he is friendly with someone else, he’ll say it is because he and his friend share similar attitudes. But if you actually quiz the two of them on their attitudes, you’ll find out that what they actually share is similar activities. We’re friends with the people we do things with, as much as we are with the people we resemble. We don’t seek out friends, in other words. We associate with the people who occupy the same small, physical spaces that we do. People in Omaha are not, as a rule, friends with people who live halfway across the country in Sharon, Massachusetts. “When I asked an intelligent friend of mine how many steps he thought it would take, he estimated that it would require 100 intermediate persons or more to move from Nebraska to Sharon,” Milgram wrote, at the time. “Many people make somewhat similar estimates, and are surprised to learn that only five intermediaries will—on average—suffice. Somehow it does not accord with intuition.” How did the packet get to Sharon in just five steps?

  The answer is that in the six degrees of separation, not all degrees are equal. When Milgram analyzed his experiment, for example, he found that many of the chains from Omaha to Sharon followed the same asymmetrical pattern. Twenty four letters reached the stockbroker at his home in Sharon, and of those, sixteen were given to him by the same person, a clothing merchant Milgram calls Mr. Jacobs. The balance of letters came to the stockbroker at his office, and of those the majority came through two other men, whom Milgram calls Mr. Brown and Mr. Jones. In all, half of the responses that came back to the stockbroker were delivered to him by these same three people. Think of it. Dozens of people, chosen at random from a large Midwestern city, send out letters independently. Some go through college acquaintances. Some send their letters to relatives. Some send them to old workmates. Everyone has a different strategy. Yet in the end, when all of those separate and idiosyncratic chains were completed, half of those letters ended up in the hands of Jacobs, Jones, and Brown. Six degrees of separation doesn’t mean that everyone is linked to everyone else in just six steps. It means that a very small number of people are linked to everyone else in a few steps, and the rest of us are linked to the world through those special few.

  There is an easy way to explore this idea. Suppose that you made a list of the forty people whom you would call your circle of friends (not including family and co workers) and in each case worked backward until you could identify the person who is ultimately responsible for setting in motion the series of connections that led to that friendship. My oldest friend, Bruce, for example, I met in first grade, so I’m the responsible party. That’s easy. I met my friend Nigel because he lived down the hall in college from my friend Tom, whom I met because in freshman year he invited me to play touch football. Tom is responsible for Nigel. Once you’ve made all of the connections, the strange thing is that you will find the same names coming up again and again. I have a friend named Amy, whom I met when her friend Katie brought her to a restaurant where I was having dinner one night. I know Katie because she is the best friend of my friend Larissa, whom I know because I was told to look her up by a mutual friend of both of ours—Mike A.—whom I know because he went to school with another friend of mine—Mike H.—who used to work at a political weekly with my friend Jacob. No Jacob, no Amy. Similarly, I met my friend Sarah S. at my birthday party a year ago, because she was there with a writer named David who was there at the invitation of his agent, Tina, whom I met through my friend Leslie, whom I know because her sister, Nina, is a friend of my friend Ann’s, whom I met through my old roommate Maura, who was my roommate because she worked with a writer named Sarah L., who was a college friend of my friend Jacob’s. No Jacob, no Sarah S. In fact, when I go down my list of forty friends, thirty of them, in one way or another, lead back to Jacob. My social circle is, in reality, not a circle. It is a pyramid. And at the top of the pyramid is a single person—Jacob—who is responsible for an overwhelming majority of the relationships that constitute my life. Not only is my social circle not a circle, but it’s not “mine” either. It belongs to Jacob. It’s more like a club that he invited me to join. These people who link us up with the world, who bridge Omaha and Sharon, who introduce us to our social circles—these people on whom we rely more heavily than we realize—are Connectors, people with a special gift for bringing the world together.

  2.

  What makes someone a Connector? The first—and most obvious—criterion is that Connectors know lots of people. They are the kinds of people who know everyone. All of us know someone like this. But I don’t think that we spend a lot of time thinking about the importance of these kinds of people. I’m not even sure that most of us really believe that the kind of person who knows everyone really knows everyone. But they do. There is a simple way to show this. In the paragraph below is a list of around 250 surnames, all taken at random from the Manhattan phone book. Go down the list and give yourself a point every time you see a surname that is shared by someone you know. (The definition of “know” here is very broad. For example, if you sat down next to that person on a train, you would know their name if they introduced themselves to you and they would know your name.) Multiple names count. If the name is Johnson, in other words, and you know three Johnsons, you get three points. The idea is that your score on this test should roughly represent how social you are. It’s a simple way of estimating how many friends and acquaintances you have.

  Algazi, Alvarez, Alpern, Ametrano, Andrews, Aran, Arnstein, Ashford, Bailey, Ballout, Bamberger, Baptista, Barr, Barrows, Baskerville, Bassiri, Bell, Bokgese, Brandao, Bravo, Brooke, Brightman, Billy, Blau, Bohen, Bohn, Borsuk, Brendle, Butler, Calle, Cantwell, Carrell, Chinlund, Cirker, Cohen, Collas, Couch, Callegher, Calcaterra, Cook, Carey, Cassell, Chen
, Chung, Clarke, Cohn, Carton, Crowley, Curbelo, Dellamanna, Diaz, Dirar, Duncan, Dagostino, Delakas, Dillon, Donaghey, Daly, Dawson, Edery, Ellis, Elliott, Eastman, Easton, Famous, Fermin, Fialco, Finklestein, Farber, Falkin, Feinman, Friedman, Gardner, Gelpi, Glascock, Grandfield, Greenbaum, Greenwood, Gruber, Garil, Goff, Gladwell, Greenup, Gannon, Ganshaw, Garcia, Gennis, Gerard, Gericke, Gilbert, Glassman, Glazer, Gomendio, Gonzalez, Greenstein, Guglielmo, Gurman, Haberkorn, Hoskins, Hussein, Hamm, Hardwick, Harrell, Hauptman, Hawkins, Henderson, Hayman, Hibara, Hehmann, Herbst, Hedges, Hogan, Hoffman, Horowitz, Hsu, Huber, Ikiz, Jaroschy, Johann, Jacobs, Jara, Johnson, Kassel, Keegan, Kuroda, Kavanau, Keller, Kevill, Kiew, Kimbrough, Kline, Kossoff, Kotzitzky, Kahn, Kiesler, Kosser, Korte, Leibowitz, Lin, Liu, Lowrance, Lundh, Laux, Leifer, Leung, Levine, Leiw, Lockwood, Logrono, Lohnes, Lowet, Laber, Leonardi, Marten, McLean, Michaels, Miranda, Moy, Marin, Muir, Murphy, Marodon, Matos, Mendoza, Muraki, Neck, Needham, Noboa, Null, O’Flynn, O’Neill, Orlowski, Perkins, Pieper, Pierre, Pons, Pruska, Paulino, Popper, Potter, Purpura, Palma, Perez, Portocarrero, Punwasi, Rader, Rankin, Ray, Reyes, Richardson, Ritter, Roos, Rose, Rosenfeld, Roth, Rutherford, Rustin, Ramos, Regan, Reisman, Renkert, Roberts, Rowan, Rene, Rosario, Rothbart, Saperstein, Schoenbrod, Schwed, Sears, Statosky, Sutphen, Sheehy, Silverton, Silverman, Silverstein, Sklar, Slotkin, Speros, Stollman, Sadowski, Schles, Shapiro, Sigdel, Snow, Spencer, Steinkol, Stewart, Stires, Stopnik, Stonehill, Tayss, Tilney, Temple, Torfield, Townsend, Trimpin, Turchin, Villa, Vasillov, Voda, Waring, Weber, Weinstein, Wang, Wegimont, Weed, Weishaus.

  I have given this test to at least a dozen groups of people. One was a freshman World Civilizations class at City College in Manhattan. The students were all in their late teens or early twenties, many of them recent immigrants to America, and of middle and lower income. The average score in that class was 20.96, meaning that the average person in the class knew 21 people with the same last names as the people on my list. I also gave the test to a group of health educators and academics at a conference in Princeton, New Jersey. This group were mostly in their forties and fifties, largely white, highly educated—many had Ph.D.’s—and wealthy. Their average score was 39. Then I gave the test to a relatively random sample of my friends and acquaintances, mostly journalists and professionals in their late twenties and thirties. The average score was 41. These results shouldn’t be all that surprising. College students don’t have as wide a circle of acquaintances as people in their forties. It makes sense that between the ages of twenty and forty the number of people you know should roughly double, and that upper income professionals should know more people than lower income immigrants. In every group there was also quite a range between the highest and the lowest scorers. That makes sense too, I think. Real estate salesmen know more people than computer hackers. What was surprising, though, was how enormous that range was. In the college class, the low score was 2 and the high score was 95. In my random sample, the low score was 9 and the high score was 118. Even at the conference in Princeton, which was a highly homogenous group of people of similar age, education, and income—who were all, with a few exceptions, in the same profession—the range was enormous. The lowest score was 16. The highest score was 108. All told, I have given the test to about 400 people. Of those, there were two dozen or so scores under 20, eight over 90, and four more over 100. The other surprising thing is that I found high scorers in every social group I looked at. The scores of the students at City College were less, on average, than adult scores. But even in that group there are people whose social circle is four or five times the size of other people’s. Sprinkled among every walk of life, in other words, are a handful of people with a truly extraordinary knack of making friends and acquaintances. They are Connectors.

  One of the highest scorers on my acquaintance survey was a man named Roger Horchow, who is a successful businessman from Dallas. Horchow founded the Horchow Collection, a high end mail order merchandise company. He has also enjoyed considerable success on Broadway, backing such hits as Les Miserables and Phantom of the Opera and producing the award winning Gershwin musical Crazy for You. I was introduced to Horchow through his daughter, who is a friend of mine, and I went to see him in his Manhattan pied-à-terre, an elegant apartment high above Fifth Avenue. Horchow is slender and composed. He talks slowly, with a slight Texas drawl. He has a kind of wry, ironic charm that is utterly winning. If you sat next to Roger Horchow on a plane ride across the Atlantic, he would start talking as the plane taxied to the runway, you would be laughing by the time the seatbelt sign was turned off, and when you landed at the other end you’d wonder where the time went. When I gave Horchow the list of names from the Manhattan directory, he went through the list very quickly, muttering names under his breath as his pencil skimmed the page. He scored 98. I suspect that had I given him another 10 minutes to think, he would have scored even higher.

  Why did Horchow do so well? When I met him, I became convinced that knowing lots of people was a kind of skill, something that someone might set out to do deliberately and that could be perfected, and that those techniques were central to the fact that he knew everyone. I kept asking Horchow how all of the connections in his life had helped him in the business world, because I thought that the two things had to be linked, but the questions seemed to puzzle him. It wasn’t that his connections hadn’t helped him. It was that he didn’t think of his people collection as a business strategy. He just thought of it as something he did. It was who he was. Horchow has an instinctive and natural gift for making social connections. He’s not aggressive about it. He’s not one of those overly social, back slapping types for whom the process of acquiring acquaintances is obvious and self serving. He’s more an observer, with the dry, knowing manner of someone who likes to remain a little bit on the outside. He simply likes people, in a genuine and powerful way, and he finds the patterns of acquaintanceship and interaction in which people arrange themselves to be endlessly fascinating. When I met with Horchow, he explained to me how he won the rights to revive the Gershwin musical Girl Crazy as Crazy for You. The full story took twenty minutes. This is just a portion. If it seems at all calculating, it shouldn’t. Horchow told this story with a gentle, self mocking air. He was, I think, deliberately playing up the idiosyncrasies of his personality. But as a portrait of how his mind works—and of what makes someone a Connector—I think it’s perfectly accurate:

  I have a friend named Mickey Schaenen, who lives in New York. He said, I know you love Gershwin. I have met George Gershwin’s old girlfriend. Her name is Emily Paley. She was also the sister of Ira Gershwin’s wife, Lenore. She lives in the Village and she has invited us to dinner. So anyway, I met Emily Paley, and I saw a picture Gershwin had painted of her. Her husband, Lou Paley, wrote with Ira Gershwin and George Gershwin early on, when Ira Gershwin still called himself Arthur Francis. That was one link....

  I had lunch with a fellow called Leopold Godowsky, who is the son of Frances Gershwin, George Gershwin’s sister. She married a composer named Godowsky. Arthur Gershwin’s son was also there. His name is Mark Gershwin. So they said—well, why should we let you have the rights to Girl Crazy? Who are you? You’ve never been in the theater. So then I started pulling out my coincidences. Your aunt, Emily Paley. I went to her house. The picture with her in the red shawl—you’ve seen that picture? I pulled out all the little links. Then we all went to Hollywood and we went over to Mrs. Gershwin’s house and I said, I’m so happy to meet you. I knew your sister. I loved your husband’s work. Oh, and then I pulled out my Los Angeles friend. When I was at Neiman Marcus, a lady wrote a cookbook. Her name was Mildred Knopf. Her husband was Edwin Knopf, the movie producer. He did Audrey Hepburn’s stuff. His brother was the publisher. We introduced her cookbook in Dallas, and Mildred became a good friend. We just loved her, and when I was in L.A. I would call on her. I always keep up with people. Well, it turns out Edwin Knopf was George Gershwin’s closest friend. They had Gershwin’s pictures all over their house. He was with Gershwin
when he wrote “Rhapsody in Blue” in Asheville, North Carolina. Mr. Knopf died. But Mildred’s still living. She’s ninety eight now. So when I went to see Lee Gershwin, we mentioned that we had just been to see Mildred Knopf. She said—You know her? Oh, why haven’t we met before? She gave us the rights immediately.

  In the course of our conversation, Horchow did this over and again, delighting in tying together the loose ends of a lifetime. For his seventieth birthday, he attempted to track down a friend from elementary school named Bobby Hunsicker, whom he hadn’t seen in sixty years. He sent letters to every Bobby Hunsicker he could find, asking them if they were the Hunsicker who lived at 4501 Perth Lane in Cincinnati.

  This is not normal social behavior. It’s a little unusual. Horchow collects people the same way others collect stamps. He remembers the boys he played with sixty years ago, the address of his best friend growing up, the name of the man his college girlfriend had a crush on when she spent her junior year overseas. These details are critical to Horchow. He keeps on his computer a roster of 1,600 names and addresses, and on each entry is a note describing the circumstances under which he met the person. When we were talking, he took out a little red pocket diary. “If I met you and like you and you happen to mention your birthday, I write it in and you’ll get a birthday card from Roger Horchow. See here—Monday was Ginger Vroom’s birthday, and the Whittenburgs’ first anniversary. And Alan Schwartz’s birthday is Friday and our yard man’s is Saturday.”