In his book, The Tipping Point: How Small Things Can Make a Big Difference (2000), Malcolm Gladwell highlights the power of intelligent action and the potential of small changes to trigger epidemics. Concepts such as the law of a few, the stickiness factor, and the power of context spark epidemics at both the macro and micro levels. In detail, the law of a few states the influence on communication. Connectors, experts and salespeople each have the ability to unite, gather and persuade; they distribute information globally. Stickiness factor refers to a technique that emphasizes and allows information to remain in consumers' minds. Finally, the power of context highlights that both individual reaction and community cohesion can lead to an epidemic. Gladwell, intelligently, collects the secret keys to successful business. Through proper use of three crucial concepts, Whole Foods Market has been successful by building dreamers' visions, capturing customer attention, and investing in the company's long-term future. The organic food market saw a turning point in the early 1980s, before Whole Foods Market existed. However, the concept of organic farming originated in England 40 years before it became established in the United States. After years of experiences and observations in agricultural research, Sir Albert Howard gradually developed a philosophy and concept of organic farming (Heckman, 2006). Organic farming consisted of recycling crops and livestock into the soil in order to increase its fertility. This method spread rapidly in Europe; however, it was not until the USDA released the Organic Farming Report and Recommendation that it brought significant appreciation in the United States. In the 1980s, several policies such as the one on organic food production...... at the heart of the document ......how small things can make a big difference.pdfHeckman , J. (2006). A History of Organic Farming: Transitions from Sir Albert Howard's Soil War to the USDA's National Organic Program. Renewable Agriculture and Food Systems, 21(03), 143-150. Retrieved from http://journals.cambridge.org/action/displayAbstract?fromPage=online&aid=693124Neubert, R. (2012). Definitions of marketing and branding terms. Retrieved from http://www.neubertweb.com/definitions.htmlSlater, S. (2005). Successful development and commercialization of technological innovation: Insights based on strategy type. The Journal of Product Innovation Management, 23(1), 26-33. Retrieved from http://onlinelibrary.wiley.com/doi/10.1111/j.1540-5885.2005.00178.x/citedbyWhole Foods Market (2014). History of Whole Foods Markets. Retrieved from http://www.wholefoodsmarket.com/company-info/whole-foods-market-history