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"The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage
smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life,"
writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviors spread just
like viruses do." Although anyone familiar with the theory of memetics will recognize this concept, Gladwell's The
Tipping Point has quite a few interesting twists on the subject.
For example, Paul Revere was able to galvanize the forces of resistance so effectively in part because he was what
Gladwell calls a "Connector": he knew just about everybody, particularly the revolutionary leaders in each of the towns
that he rode through. But Revere "wasn't just the man with the biggest Rolodex in colonial Boston," he was also a
"Maven" who gathered extensive information about the British. He knew what was going on and he knew exactly whom to
tell. The phenomenon continues to this day--think of how often you've received information in an e-mail message that had
been forwarded at least half a dozen times before reaching you.
Gladwell develops these and other concepts (such as the "stickiness" of ideas or the effect of population size on
information dispersal) through simple, clear explanations and entertainingly illustrative anecdotes, such as comparing
the pedagogical methods of Sesame Street and Blue's Clues, or explaining why it would be even easier to play Six Degrees
of Kevin Bacon with the actor Rod Steiger. Although some readers may find the transitional passages between chapters
hold their hands a little too tightly, and Gladwell's closing invocation of the possibilities of social engineering
sketchy, even chilling, The Tipping Point is one of the most effective books on science for a general audience in ages.
It seems inevitable that "tipping point," like "future shock" or "chaos theory," will soon become one of those ideas
that everybody knows--or at least knows by name. --Ron Hogan