I came across an idea that one of the best ways to convince people and get them on your side is to tell them a story. The story would, of course, be topical and get people thinking in the right direction.

The advantage of telling a story over stating a position outright is that a story invites sympathy, whereas making a point outright invites debate. Ideally, people end up thinking about the idea behind the story and how to apply it, rather than judging the point you just made and trying to find the flaws.

I liked this as an idea, and it made sense, but I wasn't completely convinced it would work. I couldn't think of an example that had fallen in my own range of experience that worked quite this way.

I recently picked up The Tipping Point again, and realized that the author is a master of this use of stories. In fact, I think that it's safe to say that without the stories he includes — if he had just drily discussed the merits of his idea with facts and figures — it would never have been such an influential book. The approach draws the reader in and helps to dissipate hostility to his take on the world.

I'd missed this the first time I had read the book; I was too involved in the message to give much thought to how it was being delivered. I'm doubly impressed on re-reading the book.