When The Tipping Point became a bestseller, you could hear marketing people around the world exclaiming that all they needed was to identify the mavens, connectors and salesmen, and huge increases in sales would follow. Gladwell duly delivers, and there’s a sense of gratification all round. For the less familiar cases that follow he sets out the conventional or accepted view first and the reader, by now eagerly anticipating Gladwell’s brilliant insight, reads on. Whether it is Paul Revere’s ride through the night to alert the Patriots about the British Army’s advances in The Tipping Point, a fireman instinctively ordering his team out of a house just before it collapsed in Blink, or the circumstances that led to The Beatles and Bill Gates becoming successful in Outliers, Gladwell has a pattern for his writing.įirstly, his readers must have an opinion on what happened, so he usually starts with a well-known example. He develops theories to explain stories, people or events that most of us recognise, even though we might be hazy on the details.
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