Malcolm Gladwell is a United Kingdom-born, Canadian-raised journalist now based in New York City. He is a former business and science writer at the Washington Post. He has been a staff writer for The New Yorker since 1996. He is best known as the author of the books The Tipping Point: How Little Things Can Make a Big Difference (2000), Blink: The Power of Thinking Without Thinking (2005), Outliers: The Story of Success (2008) and David and Goliath: Underdogs, Misfits and the Art of Battling Giants (2013)..

The Tipping Point is that magical moment when an idea, trend, or social behaviour crosses a threshhold, tips, and spreads like wildfire. Just as a sick individual in a crowded store can start can epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend or the popularity of a new restaurant to take off overnightor crime or drug use to taper off. Gladwell has explored this theory to great acclaim in several articles in The New Yorker. Here, he shows how very minor adjustments in products and ideas can make them more likely to become hugely popular. He reveals how east it is to cause group behaviour to tip in a desirable direction by making small changes in our immediate environment. The Tipping Point contains a profoundly hopeful idea that people will embrace for its sense and simplicity: one imaginative person, applying a well-placed lever, can move the world. Examples are recognizable: in the New York subways, removing graffiti caused a dramatic reduction in crime; a specific hip group of teenagers wore Hush Puppies and suddenly sparked a national craze. This is a book that should be read by everyone in business, politics, marketing, advertising, and anyone interested in trends, fashion, fads, policy making, and human behaviour. In other words, all of us.