The Tipping Point

Malcolm Gladwell argues that ideas, products, and behaviors spread like epidemics — and there is a specific moment when everything tips from obscurity to ubiquity. The Tipping Point identifies three rules that drive these social epidemics: the Law of the Few (certain rare people — Connectors, Mavens, and Salesmen — drive word of mouth), the Stickiness Factor (the message must be memorable enough to stick), and the Power of Context (small changes in environment have outsized effects on behavior).

The book launched Gladwell's career as the world's most popular social science writer and gave marketers a framework for understanding viral adoption. Whether you are launching a product, starting a movement, or trying to change behavior in an organization, Gladwell's three rules provide a useful lens for understanding why some things catch on and most do not.