In his book The Tipping Point: How Little Things Can Make a Big Difference (2000), Malcolm Gladwell highlights the power of smart action and the potential for small changes to trigger epidemics. Concepts such as the law of few, stickiness, and the power of context are causing outbreaks at both the macro and micro levels. In detail, the law of the few affirms the influence on communication. Connectors, Experts, and Sellers each have abilities to bring together, collect, and cajole; they disseminate information on a global scale. Stickiness factor refers to a technique that emphasizes and allows information to stick in the minds of consumers. Finally, the power of context highlights that individual response and community cohesion can lead to an outbreak. Gladwell, cleverly, puts together the secret keys to a successful business. Through proper use of three crucial concepts, Whole Foods Market was able to create dream visions, capture customer attention, and invest in the long-term future of the company. The organic food market saw a turnaround in the early 1980s, before Whole Foods Market existed. However, the concept of organic farming appeared in England 40 years before it caught on in the United States. After years of experiments and observations in agricultural research, Sir Albert Howard gradually developed a philosophy and concept of organic farming (Heckman, 2006). Organic farming involved recycling crops and livestock back into the soil to increase soil fertility. This method quickly spread in Europe; however, it was not until the USDA released a report and recommendation on organic agriculture that it brought significant recognition to the United States. In the 1980s, several policies such as organic food production...... middle of paper ...... how small things can make a big difference.pdf Heckman , J. (2006). A History of Organic Agriculture: Transitions from Sir Albert Howard's Soil Wars to the USDA National Organic Program. Renewable Agriculture and Food Systems, 21(03), 143-150. Retrieved from http://journals.cambridge.org/action/displayAbstract?fromPage=online&aid=693124Neubert, R. (2012). Definitions of market and brand terms. Retrieved from http://www.neubertweb.com/definitions.html Slater, S. (2005). Successful development and commercialization of technological innovation: insights based on strategy type. The Journal of Product Innovation Management, 23(1), 26-33. Retrieved from http://onlinelibrary.wiley.com/doi/10.1111/j.1540-5885.2005.00178.x/citedbyWhole Foods Market (2014). History of Whole Foods Markets. Retrieved from http://www.wholefoodsmarket.com/company-info/whole-foods-market-history