One of Gladwell’s first breakthrough books explores why certain trends whether socially or professionally reach a critical mass while most don’t. Gladwell explains the research that led to mainstream ideas as “six degrees of separation” and relates social science experimentation to his overall theme of how change happens. He goes deep into the discoveries around the “broken windows” theory of policing as well as how Madison Ave. gets consumers to spend their hard earned cash a little easier.
 
Key takeaway: This tipping point arises because of three distinct sets of individuals: mavens, connectors and salespeople.
 
- Connectors: super connectors (eg Paul Revere). William Dawes had the same mission as Paul Revere that same famous night however, we haven't heard of him because Paul Revere was a super-connector and knew who to arouse the people
- Mavens: A Maven is a person who has information on a lot of different products, prices or places. This person likes to initiate discussions with consumers and respond to requests. They like to be helpers in the marketplace.
- Salesmen: people with the skills of persuasion. Good at reading people entering into "conversational harmony" with them. Facial gestures (nods, smiles, frowns) are key indicators. For example, studies showed Peter Jennings viewers voted Republican because he smiled more while covering Reagan.
 
Quote of the book: “Economists often talk about the 80/20 Principle, which is the idea that in any situation roughly 80 percent of the “work” will be done by 20 percent of the participants. In most societies, 20 percent of criminals commit 80 percent of crimes. Twenty percent of motorists cause 80 percent of all accidents… When it comes to epidemics, though, this disproportionality becomes even more extreme: a tiny percentage of people do the majority of the work.”
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