The Tipping Point

Ideas, products and behaviours spread the way infections do, and Malcolm Gladwell's first book sets out the conditions under which a small push produces a very large result. The argument rests on three elements: a handful of unusually connected, knowledgeable or persuasive people, a message sticky enough to be remembered, and a context that makes the moment right. Gladwell tests these against case studies drawn from public health, crime statistics, shoe sales, children's television and word of mouth, moving between research and reporting in the style that made his name. The concepts have since entered ordinary business vocabulary, which is its own kind of evidence. What sets the pace: • Three clear principles used as a frame for every case study in the book • Examples from epidemiology, policing, marketing and educational television • Journalistic storytelling used to carry social science to general readers • A short, self-contained read that pairs well with later Gladwell titles For marketers, founders, students of social behaviour and general nonfiction readers, available at Boipoka.