Years ago I read "The Tipping Point" by Malcolm Gladwell. It had a huge impact on me, as I tried to make sense of why some things go viral, and some don't. This was even before social media took over our lives, but it's as applicable now as ever.
In the context of the meteoric rise in impact of the Boycott, Divest and Sanction movement against Israel since the October 7 massacre, I thought it would be interesting to apply the principles Gladwell identified in the book, to the way the movement operates.
I hope you find it insightful!
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