The Tipping Point
'These three characteristics - one, contagiousness; two, the fact that little causes can have big effects; and three, that change happens not gradually but at one dramatic moment - are the same principles that define how measles moves through a grade-school classroom or the flu attacks every winter.
Of the three, the third trait - the idea that epidemics can rise or fall in one dramatic moment - is the most important, because it is the principle that makes sense of the first two and that permits the greatest insight into why modern change happens the way it does. The name given to that one dramatic moment in an epidemic where everything can change all at once is the Tipping Point.
- Malcolm Gladwell, 'The Tipping Point'