The Tipping Point

Rarely does a volume title add to the lexicon of our times. Malcom Gladwell's "The Tipping Point, How Little Things Can Make A Difference" (Little Brown, 2000) does.

Part pop economics, part pop sociology, this best seller examines how to leverage a business value solution into behavioral change. Gladwell's persuasive thesis assembles a fascinating mix of facts - from Paul Revere to the fax machine. His blend of science and culture creates a compelling read for all marketers.

We would all like to take our unique portfolio of products and transform them into a popular craze. when that happens, we hve achieved the "tipping point". As an observer of marketing trends, his study of "connectors", "mavens" and "senders" is fascinating.

Anyone involved in direct marketing through multiple channels should find a copy of this book and perhaps his earlier but equally as stimulating work "Blink".