Is the Tipping Point Toast?

Marketers spend a billion dollars a year targeting influentials. Duncan Watts says they're wasting their money.

Fast Company, February 1, 2008 — Don't get Duncan Watts started on the Hush Puppies. "Oh, God," he groans when the subject comes up. "Not them." The Hush Puppies in question are the ones that kick off The Tipping Point, Malcolm Gladwell's best-seller about how trends work.