I read a lot of books, but only a few I finish, put down, and feel I’ve just experienced a revelation. The Tipping Point, by Malcolm Gladwell is one of them. If you are in marketing, business, in fact anything, do yourself a favour and go and buy a copy now.
The Tipping Point is all about how little things can make a big difference. Here’s the author explaining:
“It’s a book about change. In particular, it’s a book that presents a new way of understanding why change so often happens as quickly and as unexpectedly as it does. For example, why did crime drop so dramatically in New York City in the mid-1990’s? How does a novel written by an unknown author end up as national bestseller? Why do teens smoke in greater and greater numbers, when every single person in the country knows that cigarettes kill? Why is word-of-mouth so powerful? What makes TV shows like Sesame Street so good at teaching kids how to read? I think the answer to all those questions is the same. It’s that ideas and behavior and messages and products sometimes behave just like outbreaks of infectious disease. They are social epidemics. The Tipping Point is an examination of the social epidemics that surround us.”
If you are a penniless arts organisation, with no marketing budget, you’re going to find a great deal to get excited about.