In his book The Tipping Point, Malcolm Gladwell writes that the best way to think about sudden big changes in the demand for certain products, goods or services or the sudden increase in the occurrence of a certain disease, or certain major events, is to think of them as epidemics.
According to Gladwell there are three characteristics to such epidemic events; firstly it is contagious, secondly it is often little changes that have big effects and thirdly the change happens not gradually, but at one dramatic moment. ... continue reading
