Tipping Point
by Malcolm Gladwell

Tipping Point is a mixture of marketing and sociology as Malcolm Gladwell endeavors to explain epidemics of change.  He demonstrates through examples how a product or fad begins small and grows to a contagious epidemic.   There is a particularly interesting discussion of the process and the personality types (mavens, connectors, and salesman) necessary to incubate and grow the movement.  He also explores the power of messaging, in context and stickiness, making us more susceptible to influence than we might think.

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