Published by Back Bay Books on January 7th 2002
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Last year David Schloeffel (RMIT) described advertising as the arranging of the familiar to create something new. While reading The Tipping Point I realised the same is true for self-help books.
The Tipping Point is the latest touted to change the world. As such it has become an international best seller.
This book does have the potential to change the world.
Gladwell tells that only small things are needed to “tip” or start an epidemic. Epidemics can be the success of a new product or outbreak of disease.
The theory is well described and has a flowing narrative. A criticism is, however, that too many examples are used to illustrate each point. These distract from his theory and can confuse the reader. And, I have to say, some of the examples are fascinating, which caused me further distraction. My personal favourite is the development of children’s television programmes Sesame Street and Blues Clues. Using eye-tracking to measure the stickiness of each episode is amazing.
I recommend The Tipping Point to help you being together marketing concepts that you should know. Just a little change, such as an email subject line may be the change needed for your brand.
Applying this will help you change the world, just look past the superfluous examples.