The book itself is an onomatopoeic marketing test case with its Cleveland Browns-orange cover with a piece of duct tape seemingly stuck to it. The cover was meant to grab your eye and be remembered - made to stick.
The author brothers admit that they got the idea of stickiness from the 2000 Malcolm Gladwell book called The Tipping Point: How Little Things Can Make a Big Difference. The Tipping Point looked at what forces caused something to grow from small groups to huge populations. What we would now call, going viral.
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