This book should become required reading for marketing professionals. While an interesting read from a social studies perspective, The Tipping Point reveals how big-time marketing campaigns can be a lot less important than more creative word-of-mouth and viral marketing techniques. Gladwell uses numerous examples from history, health care epedimics and the world around us to illustrate how making a product or message 'sticky' can be far more important than spending a lot of money on traditional advertising. I loved the illustration regarding Paul Revere, as well as the description of the chapters on the power of context. Maybe I liked this book because Gladwell proved that my instincts regarding really good marketing are true; we all love to be proved right. Good marketing is more a function of creativity and good testing, and not how much money you spend. The book also is easy reading and makes great dinner and cocktail party conversation.