An Early Lesson on Going Viral — Paul Revere and That Other Guy
- Jul 7, 2025
- 2 min read
We just celebrated Independence Day (July 4th), and it reminded me of a story from our nation’s founding—one that offers powerful lessons on how messages spread, and why some catch fire while others fizzle out.
The Revolutionary War officially began on April 19, 1775. But it was what happened the night before—on April 18th—that still teaches us about influence, communication, and what it takes to go viral.
Most Americans know the name Paul Revere and his famous midnight ride. On the night of April 18, 1775, Revere rode out to warn the colonial militia of the approaching British Army. He traveled north toward Lexington and Concord, alerting towns and mobilizing fighters. He also successfully warned leaders like John Hancock and Sam Adams, giving the colonies a critical head start in the battles that followed.
His ride was iconic. His mission successful. His name, remembered.
But here’s the twist: he wasn’t the only one.
Another patriot, William Dawes, also rode that night. He covered a similar distance, carried the same urgent message, and showed equal courage. Yet few people remember his name.
Why? What made Revere’s ride legendary and Dawes’s forgettable?
Malcolm Gladwell’s Insight: Why One Message Tipped and the Other Didn’t
In The Tipping Point, Malcolm Gladwell explores exactly this question.
His conclusion: Revere was a “Connector.” Revere’s success wasn’t just about the message—it was about the messenger.
Revere had:
Deep connections across multiple communities—blacksmiths, tavern owners, and local militia leaders.
Trust and credibility with influential figures.
A clear understanding of who needed to hear the message for it to spark action.
His social network amplified the urgency. People didn’t just hear him—they believed him. They acted.
Dawes, in contrast, simply wasn’t as connected. The people he reached didn’t pass the message along with the same urgency. Despite equal bravery and an identical warning, his ride failed to tip.
What This Teaches Us About Going Viral
This story is a perfect illustration of Gladwell’s “Law of the Few”: to get an idea to tip—to go viral—you need more than a good message. You need the right people delivering it.
Here’s what the Revere/Dawes contrast shows:
Social structure matters: Your network can determine your impact.
Influence isn’t just about content—it’s about trust and credibility.
Even powerful messages can fall flat if they don’t come from the right messenger.
And context matters too. Both men rode at night, when people were home and reachable. But only Revere had the social capital to turn awareness into action.
The Modern Lesson
Whether you're sharing a message with your team or launching a campaign to the world, don’t just focus on what you say. Focus on:
Who is saying it
Who they’re connected to
Whether the timing and context support momentum
A message doesn’t go viral because it exists. It goes viral because the right person delivers it at the right time, to the right people, in the right way.
Paul Revere didn’t just ride into history. He rode into it with the power of connection.
