Malcolm Gladwell’s piece in The New Yorker, "Small Change: Why the revolution will not be tweeted," stayed with me long after I put the carefully folded pages scribbled with my musings into the read pile on my floor. The piece deserves greater attention, meditation, rumination, which I intend to do in future blogs but for today’s blog, I want to explore his take on divide and conquer. Gladwell explores the difference between strong and weak ties in organizing and it is something that should be of the upmost importance to our readers. Decisions on organization, process, and the tools reformers engage to reach their ends are critical. "The medium, after all, is the message" - Marshall McLuhan. But it could also be that the medium signals something about the thoughtfulness of organizers and the level of commitment of participants.