The Tipping Point by Malcolm Gladwell is one of those books that you suddenly realise is everywhere - bookshops, airports, being read by people on the bus or train. It's an easy and engaging read - Gladwell's a compelling story teller - and does a convincing job of exploring and explaining just how social epidemics work. He uses a simple model of three concepts to organise the book: The Law of the Few : Connectors, Mavens and Salesmen The Stickiness Factor The Power of Context I found myself immediately reflecting on how this all applies to what I am trying to achieve at work. I'm sure every reader will do a similar thing - whether your mission is to nurture an idea, a product or a message. In one of his case studies, Gladwell even makes a very convincing argument for why public health policy has got it completely wrong in regard to controlling smoking!