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Malcolm Gladwell, The Tipping Point (Little Brown & Co., 2000; Paperback January, 2002) This creative and engaging application of memetic theory to social dynamics became an instant hit, following precisely the same pattern of commercial and social success as Gladwell had laid out in the book's pages. "Ideas and products and messages and behaviors spread just like viruses do," the New Yorker staff writer explains; the "tipping point" is that moment in time when a virus becomes an epidemic, or a relatively unknown book becomes a bestseller. Gladwell applies the tipping point theory to such divergent trends as Hush Puppies' resurgent popularity in the mid-1990s to the decline in New York City crime rates that began under Mayor Rudy Giuliani. By cracking the code of what makes trends tick, this "intellectual adventure story" doubles as a marketing bible. MORE: Gladwell's personal website, including an interview and excerpts from the book An Atlantic interview with Gladwell New York Times book review Amazon |
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