Adoption Drivers of High Growth Markets
	* The Anatomy of Buzz: How to Create Word-Of-Mouth Marketing, by Emanuel Rosen, $19.96, 304 pages (October 17, 2000), Doubleday; ISBN: 0385496672. This book is one of the first to explore the marketing tactic called Ïword of mouthÓ advertising and explains how to use buzz as a method of stimulating adoption. Since this is how VC markets work, it is quite appropriate for those raising capital for the first time. Author lives in Menlo Park and had me over to his home - web site: www.emanuel-rosen.com
	How Hits Happen: Forecasting Predictability in a Chaotic Marketplace, by Winslow Farrell, $19.20, 256 pages 1 Ed edition (July 1998), Harperbusiness; ISBN: 0887309070. Predecessor to "The Tipping Point" by 3 years. Author comes from ex Coopers and Lybrand with contributions by Brian Arthur, renown expert from the Santa Fe Institute. Aims to decipher what makes a "Tickle Me Elmo" or "Pet Rock" take off. Fun reading. Of course, youÌre on your own to connect the dots to apply it to your business.
	The Tipping Point: How Little Things Can Make a Big Difference, by Malcolm Gladwell, $19.96, 279 pages (February 2000), Little Brown & Company; ISBN: 0316316962. Through analogy, this book attempts to decode the processes that drive explosive adoption in customer demand. Well written by an accomplished NY author, lacks the practicality of "having done it" as an executive of a startup. This leaves you on your own to figure out how to apply it. Very useful for folks new to the area of "tipping factors" that drive mass adoption.