Marketers are always trying to influence the influencers, but few really know how. We can’t dispute that tipping points happen and the conditions that Gladwell articulates are right, but can a tipping point happen intentionally? They can’t just be an accidental phenomenon. If they exist, then we should be able to design one, and if we can design one, we should be able to design one that lasts beyond the initial tip. It’s the difference between a fad and an idea that changes an industry or society forever.
