The Gladwell phenomenon

Ian Sample writes about Malcom Gladwell's new book, What the Dog Saw, and explains the secret to his success: the fact that he makes us think.

Gladwell owes his success to the trademark brand of social psychology he honed over a decade at the magazine. His confident, optimistic pieces on the essence of genius, the flaws of multinational corporations and the quirks of human behaviour have been devoured by businessmen in search of a new guru. His skill lies in turning dry academic hunches into compelling tales of everyday life: why we buy this or that; why we place trust in flakey ideas; why we are hopeless at joining the dots between cause and effect. He is the master of pointing out the truths under our noses (even if they aren't always the whole truth).