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Book Review: <i>The Tipping Point</i>

How a tiny idea can turn into something of an epidemic

By
This story appears in the April 2003 issue of Teen Startups.

Malcom Gladwell's The Tipping Point: How Little Things Can Make a Big Difference is a national bestseller for good reason. Packed with practical information and perhaps surprising conclusions, this book should be consumed by anyone looking to get a peek into the magic threshold when products, social behaviors or theories start small and suddenly spread throughout the country at an incredible rate.

In business, we call these epidemics "word-of-mouth" or "viral" marketing strategies. Gladwell makes a convincing case on how a drop in the crime rate in New York or the stickiness of Sesame Street can all be attributed to connectors, mavens, salesmen and the context in which the epidemic spreads.

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