The Tipping Book is a great read, especially for people interested in business and marketing. It’s written by Malcolm Gladwell, a well-known journalist and author, who “uncovers truths hidden in strange data. This specific book talks about what makes an idea “tip” or spread to many people. In the introduction, Gladwell introduces three characteristics of the tipping point: contagiousness, the fact that little causes can have big effects, and change happens in one moment.
Right at the beginning of the work, Gladwell states the three rules of epidemics in his own language: the law of the few, the stickiness factor, and the power of context. Gladwell uses everyday examples, like Hush Puppies, murder, and yawning to explain his theories and the laws he presents. This presents his work in a comfortable and personable tone, which makes readers feel at ease, and makes the work easy to read.
To explain the law of the few, Gladwell splits it up into connectors, mavens and salesmen. He uses Paul Revere to exemplify a connector: someone who knows the right people in different social circles. Mavens collect and share information, which makes them trustworthy to others. Lastly, a salesman is someone who appeals to others and can influence others to do things.
Gladwell goes on to explain the second rule, stickiness, which is basically a measure to see how well an idea “sticks” to people. Gladwell uses Sesame Street to demonstrate how researchers found a way to focus on an appropriate part of the show that would make its message stickier. Gladwell also explains how a show like Blue’s Clues, which incorporates a lot of repetition, aids in the stickiness factor because repeated actions/scenes could let kids grasp more from an episode. Basically the stickiness factor shows how things needs to be presented in a way that makes them desirable, an item or show or book’s appeal isn’t only in it’s aesthetics but in the way it’s presented to an audience.
Lastly, the author speaks about the third rule, the power of context, which I personally think might be the most important aspect of it all. Basically Gladwell emphasizes the importance of surroundings and context, meaning that if an idea takes place in an environment where people enjoy that idea or think something similar, it will be highly successful and it will “tip” and spread. He speaks about focusing mainly on situations people are in, rather than the people themselves. By doing this, marketers are reaching a wider audience and there is a higher chance for success.
Overall, I genuinely enjoyed reading this book. In fact, I had read it my junior year of high school but didn’t remember much about it. I think Gladwell really uses appropriate language and examples to communicate with a wide variety of audiences. The examples he uses are ordinary and things most people are able to easily understand. As someone who doesn’t really like or understand a lot of theories about business and marketing, Gladwell made it easy for me to understand his points and see what really causes an idea to tip.