Still haven't figured which book I would recommend to read first, this one or "Unleashing the IdeaVirus" by Seth Godin. Why do some products (and even changes in mentality/attitudes) 'suddenly' seem to be/appear everywhere? What makes 'it' tip into an 'evergreen', have-to-have-one also; creating (profitable) success for the business - organisation that launched it?
"The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life," writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviours spread just like viruses do."
Sounds familiar? ;-)