In "The Tipping Point" by Malcolm Gladwell, the main idea is that "the best way to understand... any number of the other mysterious changes that mark everyday life is to think of them as epidemics". The idea is that all those tiny contributing factors will come to together in one moment to tip the scales quickly. Using Gladwell's theory, any strong change can be measured in a similar fashion to epidemics, whether it is high school drop out rates or Hush Puppies coming back in vogue.
Line 1: "Ideas and products and messages and behaviors spread just like viruses do."
Impact 1: Here Gladwell provides clear everyday application to his idea. It can be used with businesses or crime deterrent. This sentence hints at the contagion like spread of information and actions.
Line 2: "The second distinguishing characteristic of these two examples is that in both cases little changes had big effects."
Impact 2: Recalls the term "everything counts in large amounts". The changes were small but enough of them together change everything. A new concept it seems.
Line 3: "And what can we do to deliberately start and control positive epidemics of our own?"
Impact 3: The exciting idea of being able to start and control positive epidemics has wild business application that could be incredibly useful to real entrepreneurs. It could change the way businesses run advertising campaigns.
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