November 2004 I have quoted directly from the book to capture some of the salient points. Enjoy! The Tipping Point: how little things can make a big difference By Malcolm Gladwell The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire. Three characteristics of a tipping point are: contagiousness – ideas, products, messages, behaviors spread just like viruses creating epidemics the fact that little causes can have big effects change happens not gradually but at one dramatic moment The three agents of change: Law of the few – driven by the efforts of a handful of exceptional people Stickiness factor – a message makes an impact. You can’t get it out of your head. It sticks in your memory. Power of context – says that human beings are a lot more sensitive to their environment than they may seem. These three agents provide us with direction for how to go about reaching a Tipping Point. The balance of this book looks at these ideas and applies them to many situations. These three rules help us understand the phenomenon of word of mouth, or crime, or the rise of a bestseller. The answers may surprise you.

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