Start with why

Chapter 7: How a Tipping Point Tips
115 
In 2000, Malcolm Gladwell created his own tipping point
: Malcolm
Gladwell, 
The Tipping Point: How Little Things Can Make a Big Difference.
New York: Back Bay Books, 2002.
116 
Everett M. Rogers was the first to formally describe how innovations spread
through society
: Everett M. Rogers, 
Diffusion of Innovations.
New York: Free
Press, 2003.
116 
Geoffrey Moore expanded on Rogers’s ideas to apply the principle to high-
tech product marketing
: Geoffrey A. Moore, 
Crossing the Chasm.
New York:
Collins, 2002.
122 
In 1997, TiVo was racing to market with a remarkable new device
: John
Markoff, “Netscape Pioneer to Invest in Smart VCR,” 
New York Times
,
November 
9, 
1998, 
http://query.nytimes.com/gst/fullpage.html?
res=9F0DE0D6133EF93AA35752C1A96E958260
.
123 
TiVo 
finally 
shipped 
in 
1999
:
http://www.tivo.com/abouttivo/aboutushome/index.html
.
123 
TiVo sold about 48,000 units the first year
: Roy Furchgott, “Don’t People
Want to Control Their TV’s?” 
New York Times
, August 24, 2000,
http://www.nytimes.com/2000/08/24/technology/don-t-people-want-to-control-
their-tv-s.html
.
123 
“More U.S. Homes Have Outhouses than TiVos”
: Bradley Johnson,
“Analysts Mull Future Potential of PVR Ad-Zapping Technology,” 
Advertising
Age
, 
November 
4, 
2002,
http://people.ischool.berkeley.edu/~hal/Courses/StratTech09/Lectures/Networks/Articles/tivo-
losing-money.html
.
128 
“There are two types of laws”
: Martin Luther King Jr., “Letter from a
Birmingham Jail,” 
http://www.thekingcenter.org/prog/non/Letter.pdf
.

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