![]() ![]() 'Ideas and products and messages and behaviours spread just like viruses,' he wrote, suggesting that we contaminate and infect one another with preferences and recommendations, until we reach a 'tipping point', after which a social epidemic becomes contagious and crosses a threshold to reach saturation point. In his first book, The Tipping Point, he studied events such as crime waves and fashion trends and settled on an arresting metaphor to explain why they happen. He is also an intellectual opportunist, always on the look-out for a smart phrase or new fad with which to define and explain different social phenomena. M alcolm Gladwell is a cerebral and jaunty writer, with an unusual gift for making the complex seem simple and for seeking common-sense explanations for many of the apparent mysteries, coincidences and problems of the everyday. ![]()
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