MALCOLM GLADWELL
The tipping point' is that magic moment when an idea, trend or social phenomenon crosses a threshold, tips, and spreads like wildfire. JUst as a sick individual in a crowded shop can start an epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend or a new restaurant to take off overnight -or a dramatic reduction in crime, as happened in New York after graffiti was removed from subway trains. Malcolm Gladwell brilliantly shows how easy it is to cause group behaviour to tip by making small changes in our immediate environment - a profoundly hopeful idea that demonstrates how one imaginative person, applying a well-placed lever, can move the world. THis is a book which should be read by everyone in business, politics, marketing, advertising and anyone interested in trends, fashion, fads and human behaviour. THat is, all of us.
