Before the NRA offers to sponsor my website and paramilitary types everywhere submit their resumes to Peppercomm, allow me to clarify the headline:

Those are the words of Malcolm Gladwell, not mine.

I adore Gladwell’s books, columns and podcasts (Note to reader: If Gladwell’s name is foreign to you, get thee to a library, Amazon.com or ANY other source of news and information you prefer ASAP, and read his collected works. The social consciousness you save may be your own).

Mass school shootings are arguably THE most volatile societal crisis subject facing chief communications officers of Fortune 500 companies today.

Widely acknowledged to the be the ethical, and moral, compass of the organization, the CCO nonetheless treads a minefield-laden battleground.

Does she insist her CEO stand smart and speak up for gun control or, weighing the negative reactions of critical stakeholders, does she limit the CEO’s reaction to employees only?

I will refrain from discussing this, and other,  conundrums facing the CCO until our co-branded research report with the Institute of Public Relations is released tomorrow, but I DO urge you to listen to Gladwell’s take.

He’ll explain why stronger gun controls will unquestionably save tens of thousands of lives, but won’t have ANY impact whatsoever on those adolescents who choose to kill their fellow students.

He not only explains why, but offers the solution to deterring angry young men from fulfilling their fantasies of wiping out their peers (if not the entire high school itself).

I’m done.

Now, it’s your job to find 10 minutes in your 24×7 lives to listen to a new, and intriguing, point of view.