Gladwell: On Rankings (Universities, etc)

Some years ago, similarly, a former chief justice of the Michigan supreme court, Thomas Brennan, sent a questionnaire to a hundred or so of his fellow-lawyers, asking them to rank a list of ten law schools in order of quality. “They included a good sample of the big names. Harvard. Yale. University of Michigan. And some lesser-known schools. John Marshall. Thomas Cooley,” Brennan wrote. “As I recall, they ranked Penn State’s law school right about in the middle of the pack. Maybe fifth among the ten schools listed. Of course, Penn State doesn’t have a law school.”

Those lawyers put Penn State in the middle of the pack, even though every fact they thought they knew about Penn State’s law school was an illusion, because in their minds Penn State is a middle-of-the-pack brand. (Penn State does have a law school today, by the way.)

.. My purpose is to prepare a map which shall show the distribution of those characteristics which are generally recognized as of the highest value. I mean by this the power of initiative, the capacity for formulating new ideas and for carrying them into effect, the power of self-control, high standards of honesty and morality, the power to lead and to control other races, the capacity for disseminating ideas, and other similar qualities which will readily suggest themselves.