The Tipping Point: How Little Things Can Make a Big Difference

The book “The Tipping Point” became an international bestseller and was published in 12 countries. It makes you look at the world completely differently and learn something fundamentally new about familiar things. There is no moralizing and no common truths, but there are clear explanations of phenomena characteristic of today’s life.

How does fashion arise? Why does crime rise and fall? How do books by unknown authors become bestsellers? How does smoking obsession spread among teenagers? To understand how the phenomenon of the crowd emerges and many other mass occurrences typical of today’s life, you need to consider them as epidemics. Ideas, products, information, and types of behavior spread in exactly the same way as viruses. A small effort applied in the right place is sometimes enough to create a global trend. The author strives to answer two main questions: why some ideas, types of behavior, or products trigger epidemics and others don’t—and what we can do to deliberately cause beneficial epidemics and manage them consistently.