The Tipping Point. Malcolm Gladwell. 2002. ISBN 0316546624. Recommended by Christensen, this is a very enlightening book. Gladwell melds Crossing the Chasm, with the Network router effect while analyzing real world viral marketing, and he has nothing to do with the technology world. The Tipping Effect is a chronicle of how a small change ion a society equilibrium can make dramatic changes in a concepts accepatance and its stickiness. Essential reading if you believe, as we do, that sales before good marketing is very very expensive and wasteful. He is a journalist, so it reads well. He uses many case studies and examples (crime, disease, suicide, smoking, Airwalk shoes, Columbine, HIV etc) to clearly illustrate his thesis. This is a very uplifting book for our ideas about the power of guerilla marketing to gain the mindshare of Trendsetters. Get it from the library, but it is $20 at Book Warehouse