I’ve just finished re-reading the Tipping Point by Malcolm Gladwell.(the new book Outliers will be covered in a later blog) There is so much in this book to inspire entrepreneurs to think outside the box. The central thesis is that epidemics happen because they tip. They potter along, (Airwalk shoes, crime rates, Sesame Street, Winston cigarettes, suicide rates, hush puppies) at a pedestrian rate and then bang something changes and the volume (sales, viewing figures, crime rates) takes off. This book examines three reasons: Stickiness, the need for a compelling story, Contagiousness, why the messenger is unreasonably important and finally the importance of Context, how human beings are ultra sensitive to their environment.

Read it and let it inspire you to improve your compelling story, to gain traction, to reposition your company and build a remarkable business.