"The key to good decision making is not knowledge. It is understanding. We are swimming in the former. We are desperately lacking in the latter."
The book explains how ideas spread like epidemics and which few elements need to come together to help an idea reach the point of critical mass, where it becomes viral. An introduction to the Tipping Point theory explains how minor changes in ideas and products can increase their popularity and how small adjustments in an individual's immediate environment can alter group behavior.
1. Once an idea reaches the tipping point, it becomes viral and unstoppable. The question is, how to get to that tipping point fast.
2. There are 3 kinds of people who can make an idea tip: the Connectors, the Salesmen and the Mavens. You need to know one if not all three to be able to make your idea or product go viral.
3. Ideas or products need to be "sticky" otherwise they will not tip. A good example is the fax machine: the more people had it, the more useful it became.
READ IF: You have an idea or a product that you are trying to make go viral.