How to Sell Good Ideas

he night before I met Malcolm Gladwell, I went to see him speak at the Royal Festival Hall on London’s South Bank. The gig was sold out: as the young and diverse crowd filtered in, and the Specials played over the PA, I reflected on how unusual it is for a writer to fill so many seats, especially one with no creed to preach or secret to sell. People were coming to sit at the feet of a guru. They were here to enjoy themselves.