This closing chapter features the story of Georgia Sadler, a nurse based in San Diego. Sadler made it her responsibility to create awareness about diabetes and cancer. Sadler desired to develop a movement to ensure the prevention of these diseases, and, in order to do this, she would frequently set up sessions in churches within her community. Unfortunately, her efforts had a limited impact as at most, two hundred people would turn up for the meetings. A handful of those remained after church sessions, but then, it turned out that twenty or so were already aware of the diseases. Gladwell notes that “Sadler couldn’t get her message to tip outside of that small group.”
It is then that Sadler sought to employ new tactics that would ensure she reached as many people as possible. She decided that she would host her sessions in hair salons and let those in charge (stylists) spread her message. The logic behind her idea was that women spend up to 8 hours sitting in salons when doing their hair. Moreover, women tend to trust their stylists so much in that they will easily be influenced by any information broadcasted to them. Sadler's idea was both brilliant and likely to be fruitful. Indeed, soon enough, the information Sadler was trying to propagate spread like bushfire among women. Gladwell associates this success with Sadler’s ability to effectively use connectors, mavens, and salesmen, who in this case, were the beauty stylists. The stylists played a critical role in spreading the information because they presented the message in a memorable and sticky way. Gladwell acknowledges that stylists have a special kind of position in society that enables them to communicate easily with others.
It is worthwhile to note that Sadler did not deploy large measures to ensure the success of her message. For instance, Gladwell says that Sadler did not involve established organizations such as the National Cancer Institute to solicit funds to run her campaign. Neither did she run from door to door seeking attention. On the contrary, she simply changed the context of where her message was being shared and by whom. Once again, Gladwell emphasizes that for an idea to reach the tipping point or for it to become a social epidemic, one must concentrate the available resources on a few critical areas. One must find the right tactics of engaging the connectors, mavens, and the salesmen.