Mavens, mavens everywhere…

As the long somnolent American public began to wake up in large numbers to the dangers of global warming in the past year, those in the peak oil movement looked on in amazement. The first reaction for many might have been, “It’s about time!” The second reaction might have been, “What are we doing wrong? Peak oil should be right up there with global warming in the list of dangers that humanity faces.”

Global warming has reached the so-called tipping point. That doesn’t mean it’s clear sailing from here. The next step–what to do about it–is sure to include one bruising battle after another. But peak oil remains unknown to the vast majority of the public. For why this is so, Malcolm Gladwell’s bestselling book, The Tipping Point, may offer some insight.

For those who haven’t read the book, Gladwell is studying the anatomy of the “social epidemic.” How do ideas, fashions, new modes of behavior, and other social changes spread in society? He uses the medical epidemiological model as a starting point. Ideas and fashions spread like communicable diseases from one person to another. In short, he analyzes how word-of-mouth can create social change.

Gladwell puts the main movers in this process into three categories: connectors, mavens and salesmen. Connectors are people with large Rolodexes, but who also have worked or volunteered in many different settings. They often bring people together at parties from various walks of life and are constantly referring people to one another. Not surprisingly, they tend to be extroverts.

Energy Bulletin