The Tipping Point by Malcolm Gladwell Available on Audio Book

"The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life," writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviors spread just like viruses do."

Gladwell helps us understand behaviors that were previously mysterious. The Tipping Point also has quite a few interesting twists on the subject. He talks about Connectors, Mavens, and Salesmen in a very different light. Other topics include The Power of Context, The Magical Number Seven, and Stickiness.

Whether you are a fan or not, Donald Rumsfeld, SecDef, frequently refers to "the tipping point." I assume he has read the book.