Malcolm Gladwell is making his way around Fort McMurray, stopping by MacDonald Island for a meet and greet.
His appearance serves as a precursor to tonight's Northern Insight speaker series.
Gladwell, writer for The New Yorker and author of four best-selling books, is the inaugural speaker as the series kicks off.
"Malcolm has an uncanny ability to take some of the leading-edge thought in social sciences and translate it in a way that the common person can understand," says Chair of the Fort McMurray Public Librarys Board of Trustees, Jon Tupper.
At the meet and greet, Gladwell says Fort McMurray is avoiding mistakes made by other thriving oil areas by enforcing a better quality of life.
"As they've examined communities and countries and cities that have had the benefit of natural resource wealth, they have observed what they call a' resource curse," says Gladwell. "Which is, over and over again, that wealth has not made those places better."
A Scandinavian example reminds Gladwell as he observes Fort McMurray's growth.
"One of the things that impresses me is how determined this community seems to be to go the Norway route."
To catch Gladwell further discuss Fort McMurray, as well his other findings, visit the Mac Island box office for tickets.
Gladwell speaks at 6 p.m. Tickets are $49.