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In February 2000, Malcolm Gladwell introduced a book titled Tipping Point. Tipping Point was itself a tipping point of sorts because as a result of its popularity, nearly 17 years later, the phrase itself has worked its way into our common vernacular. Gladwell defines a tipping point as “that point of time when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.” The tipping point is reached most dramatically, these days, in viral videos. Thanks to social media and the internet someone or something can go from being a complete ‘unknown’ to a world-wide sensation within days or even hours. It is no wonder that advertisers spend so much time and money focusing on this phenomena. If they can crack the code, so to speak, and create something so effective that it goes viral, they know that they have a huge winner for whatever the product, service or movement they are promoting. This is a challenge faced by every owner in small business Canada and small business US. They know that if they are to stay in business for more than a year or two they must reach their cash-flow tipping point. And, since stats tell us that 33% to 50% of start-up businesses fail within a year or two, reaching that tipping point is a top priority. The challenge, of course, is doing so with limited funds. Businesses don’t usually fail because they are bad, they usually fail for lack of customers and that lack is usually because not enough people know about their business. To
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