The tipping point proposes a communicative model explaining why trends emerge and gain momentum; it does not explain how to start a trend. The tipping point attempts to understanding trends as viral epidemics caused by contagious behavior. The author examines case studies for Hush puppies, NY crime remission (applying the broken window theory-small changes reversing an epidemic), new brand of skater sneakers (the power of context and trend watching), and marketing tactics used by Sesame Street verses Blues Clues (Stickiness factor making information memorable).

The most important fact or observation of the tipping point is that small changes can cause epidemic consequences. Thus little changes in trends can make big effects in impact and spread. The tipping point theory does not detail step by step procedures for causing an epidemic trend, instead, it describes characteristics and traits common in many trends. Trends are unpredictable because of the complexity and propensities associated with human nature. A trend suggests consensus among the group, it does not suggest longevity or sustain direction. Epidemics trends can rise and fall in a rapid and drastic manner. Epidemic trends are described as geometric progression. For example the Flu that caused 20 million deaths during World War I; the speed of sexual diseases originated from 160 individuals in a bar; the PCP epidemic infecting 80 individuals causing 24 infant deaths; and the HIV epidemic of the 1980s. Three traits describe epidemics: the law of the few, stickiness factor, and the power of context.

The author describes three types of people that may cause an epidemic: connector, maven, and salesperson. No one personality type can cause and epidemic and different personality types contribute differently to the epidemic. For example a connector knows a vast number of people because of their diversity of interest. A connector is a good communicator. However, a connector by himself can not always cause a trend. Paul Revere was an example of connector that caused an epidemic response to the English invasion. Both Paul Revere and William Dawes road through the countryside warning the British were coming. Some historians think the region where Dawes road was pro-British. The truth was people responded differently to Dawes message as compared to Reveres. The connector type attempts to explain how human beings are connected. The connector type demonstrates how information travels through and population. The theory is that everyone is connected or linked to someone through six steps of association. Connector types are link to more people than average within 2-3 steps. Connectors take advantage of weak ties. Weak ties are more powerful than strong ties, so proximity can have the same impact as similarity or better.

Mavers are experts. A Maven specializes in certain domains of knowledge. Mavens are teachers. Mavens are not necessarily persuasive, instead mavens are known fro their knowledge and social skills. Sometimes a Maven can use his skills to start an epidemic trend.