In Revenge of the Tipping Point, the Canadian journalist develops ideas from his 2000 bestseller
: how quickly they can take hold; how suddenly they change everything. But when caught up in such an all-encompassing phenomenon – whether pathological or cultural – it can be hard to consider what turns it from a smattering of examples to a wave flooding the whole world.
Twenty-five years later, Gladwell has decided to reexamine his own ideas with “a very different set of eyes” belonging to a less upbeat age; to zoom out and look more cynically at the bigger picture. “If the world can be moved by the slightest push, then the person who knows where and when to push has real power,” he writes.
Gladwell’s breadth of reference is endlessly impressive, and apparently unrelated examples often dovetail seamlessly to provide illuminating new perspectives.
In a development from his previous book, Gladwell then considers how individuals and corporations can take this received sense of reality and use it to hammer home their purpose through a few carefully selected superspreaders. If healthcare workers in certain US states work in a culture that believes in prescribing opioids liberally, for example, it will not be too difficult to find doctors who can be persuaded by a firm selling OxyContin to dole it out at every opportunity.
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