In this brilliant and original book, Malcolm Gladwell explains and analyses the 'tipping point', that magic moment when ideas, trends and social behaviour cross a threshold, tip and spread like wildfire. Just as a single sick individual in a crowded store can start an epidemic of the flu, so too can a small but precisely targeted push case crime, drug use, fashion trends, or the popularity of a new restaurant to take off overnight. Gladwell looks behind the surface of many familiar occurrences in our everyday world to explain the fascinating social dynamics that cause rapid change.
