What was Malcolm Gladwell supposed to speak about and what does he speak about?

The person he speaks about is famous; what for?

Does Malcolm understand what this person does as a job?

What is Howard interested in?

Why did Pepsi come to Howard in the 1970s?

What according to Pepsi made a drink too sweet and not sweet enough?

Howard does an experiment to find out what the perfect sweetness is. What conclusion does he
find from the data?

Is Howard happy about the results? What words suggest he is not happy?

What did Howard realize about the data from the experiments on Pepsi sweetness?

How did people react to him when he talked about this new civilization?

When he was approached by companies with products such as pickles and soup, what did
Howard suggest?

Which spaghetti sauce does the speaker prefer?

The speaker mentions the word ‘adherence’. He uses this to describe the differences between the
sauces. Why does ‘adherence’ matter to the speaker?

What did Howard do for Campbell soups? Give two examples of how Howard changed
Campbell’s soups?

What were Howard’s conclusions about Americans’ tastes in Spaghetti sauce after all the data
had been analysed?

How did ‘Prego’ then change its range of products based on Marks’ data?

What did ‘Ragu’ then do?

How did Howard change the food industry?

Listen to the next part. How does this information emphasize the answer to the last question?

People don't know what they want! Right? As Howard loves to say, "The mind
knows not what the tongue wants." It's a mystery! And a critically important step
in understanding our own desires and tastes is to realize that we cannot always
explain what we want deep down. If I asked all of you, for example, in this room,
what you want in a coffee, you know what you'd say? Every one of you would
say, "I want a dark, rich, hearty roast." It's what people always say when you ask
them what they want in a coffee. What do you like? Dark, rich, hearty roast! What
percentage of you actually like a dark, rich, hearty roast? According to Howard,
somewhere between 25 and 27 percent of you. Most of you like milky, weak
coffee. But you will never, ever say to someone who asks you what you want that
"I want a milky, weak coffee."

Howard talks about a complex concept: ‘horizontal segmentation’: what do you think this
means? Wait and listen to the following section. This should give you the answer.

It's to make them turn their back on what they think they like now, and reach out for something
higher up the mustard hierarchy. A better mustard! A more expensive mustard! A mustard of
more sophistication and culture and meaning. And Howard looked to that and said, that's
wrong! Mustard does not exist on a hierarchy. Mustard exists, just like tomato sauce, on a
horizontal plane. There is no good mustard or bad mustard. There is no perfect mustard or
imperfect mustard. There are only different kinds of mustards that suit different kinds of people.
He fundamentally democratized the way we think about taste. And for that, as well, we owe
Howard Moskowitz a huge vote of thanks.

Malcolm Gladwell talks about a third thing that Howard achieved. He calls it ‘platonic’. Check
what this word means? Try to understand it as a kind of decision somebody might make. How
did Howard challenge this?

Gladwell talks about going from universals (things for everyone as the same) to variables (things
for all kinds of people). What example does he give about medicine regarding variables?

Go to :

http://en.wikipedia.org/wiki/Malcolm_Gladwell

This section:

Bibliography

 The Tipping Point (2000)

 Blink (2005)
 Outliers (2008)
 What the Dog Saw: And Other Adventures (2009
Click on the sections and then:

Look at the following statements and decide which book covers the content.