The Big Idea Book - The Big Deception

Tipping points happen not just in the positive, but in the negative. You know, beware of creating conditions for tipping, because you can tip things that will flush something right down the toilet. There's a great example about a shoe company that made skate boarding shoes in california, and they wanted to tip things into the positive,. But all the things that they were doing actually tipped it negatively. So that was a really great example of how our desire to tip into mass popularity can destroy the meaning of the thing in the first place.