Great Insights into Mass Behaviors
Despite an earlier reviewer poo-pooing this book for shallow insights, I beg to differ. This book is a fascinating and original take on what makes people behave in a certain way en masse. Tying together Paul Revere, Hush Puppies and many other very accessible ideas makes this book, that is in some ways very academic, read like a thriller. I read it in three sittings. It has an impact on several levels. One, as a marketer, it gave me insights into how word-of-mouth really works. I'll be experimenting with these concepts for years. Second, as a member of society, I gained insight into why I am pulled this way and that by trends. If you enjoyed this, you'll also enjoy the groundbreaking book by Robert Cialdini called "Influence, the Psychology of Persuasion." It makes some of the same points. Finally, it makes me think that some savvy activists will find some ways to use these principles to start societal epidemics that will ultimately have a positive effect. I believe Gladwell has introduced a concept, "the Tipping Point," that will have a wide-ranging impact on how we view the world and human behavior.

What is a "tipping point"? Gladwell shows us how concepts and perceptions derived from epidemiology can provide unexpected, but highly plausible explanations for the transformation of a minor phenomenon into a major trend. Gladwell's examples are diverse, drawn from such apparently disparate worlds as policing, fashion, and medical research, but they work well to create a sense that there's a logic at play in the crazes and fads we see turn into cultural trends.

Obviously, this book would be a good read for anyone interested in forcasting consumer behaviour, and other business concerns. I read it, though, as a person interested in culture and the trends which form the fabric of our waking lives. I read it twice, in fact, because it's very well written, and because I used it to teach theories of information to university students, who also really "got" the book. I find that concepts drawn froom the book return to me in unlikely situations, and that's a true test of non-fiction.

My only complaint? It's not long enough!

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