Malcolm Gladwell made intelligible the "social epidemic" in his best-seller The Tipping Point.
He explained why word-of-mouth advertising could elevate a product like Hush Puppies to international stardom overnight.
A lot of marketers, hoping for a Tipping Point, rely instead on a Skipping Point.
No one's talking about their products. But they believe they can convince you otherwise by using hackneyed attributes such as "industry leading" and "best of breed."
No matter how hard you try, you can't skip to the head of the class.
