SoCoDesign feels that the marke of its success will come when SoCoDesign is no longer needed to support communities is their approach to collaboratively solving complex problems. This ultimate victory will come when a community establishes a effective norm for collaborative problem solving. It is difficult to put this end point on a calendar. The new norm comes with experience and trust. The new norm comes when the old dysfunctional myth dies. To track the progress of its Mission, SoCoDesign feels that once 20% of community activists and community institution managers have had a productive experience with structured dialogic design, the community will be in a position to find a way to install and sustain this design tradition.

The "tipping point" concept has captured considerable public attention and is now included in the writings of many leaders in transformational change. <.. more ..>


The Next Sustainability Wave: Building Boardroom Buy-In
Bob Willard, pg. 9

What is the big deal about getting coincidental leaders, silent leaders, and too-tiny-to-toot leaders to speak out? Why nudge laggards forward? To make real progress on sustainability, sustainability champions need a critical mass [of companies] that embrace environmental and social strategies. They need enough to get to the threshold described by Malcolm Gladwell in The Tipping Point.

It is a numbers game. It takes about 20% of a community to adopt a new idea or trend before it "tips" and becomes the norm. But it is not just any 20%. It must be the right 20%. According to Gladwwll, some must be Connectors, people with influence who are good a using word-of-mouth epidemics to spread the word in their extensive networks of friends, using their social power rather than position power. some must be Mavens, respected for who and what they know, especially how to get things done and how to help solve other people's problems. Some need to be Salesmen, who enthusiastically but subtly persuade others and are trusted, listened to, and respected by their "clients."

Some sustainability champions are combinations of Connectors, Mavens and Salesmen.

An optimistic, powerful message in The Tipping Point is the hopefulness that small things can make a big difference. Language, packaging, timing, location, gestures -- they can all have a multiplier effect on the outcome.