The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell Buy at: Amazon

Why do some things (ideas, fashions, behaviours) suddenly make it and become Big?

Because they are all epidemics: "Ideas and products and messages and behaviors spread just like viruses do". This book explores the moments that transform something to turn it into a major trend -- be it crime, fashion, moments in history or the spread of ideas. In addition to the case studies, you learn the key points: contagious behaviour; small change leads to big effects; and the kinds of people needed to make something spread.

Good to read with: Linked (which covers very similar ground, but is more sciencey) and Influence.

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