Traditionally, success has been bult on certainty.

In Gladwell’s case, in “The Tipping Point”,  writing on NYC crime, the  certainty was “breaking windows”.

 Social problems behave like viruses: they emerge, spread, reach a limit (tipping point) and then subside.

Allied to this: Little things in society can be triggers for much larger crime: broken windows.

Stop the windows being smashed and you clean up the community.

But time has disproved this. Broken windows  has been discredited, And that’s a key understanding: admit frailty

Today, you are much more likely to win over an audience if you admit uncertainty: you could be wrong. People today want that. KEY IDEA.