Title: The Tipping Point
Author: Malcom Gladwell
Topics: Awareness paths, Product adoption
You should read if: you are planning to drive adoption of a new product or service.
Description: In the Tipping Point, Mr. Gladwell describes three kinds of people, Mavens, Connectors, and Salesmen, and their roles in spreading ideas. There are similarities to the concepts of Inside the Tornado, though in Tipping Point they are grounded in pop culture examples as opposed to high tech products. A useful read for the product manager who is thinking about viral marketing campaigns as a component of a product launch awareness effort.