4. Malcolm Gladwell
Choice, Happiness and Spaghetti Sauce (2004) Gladwell is a natural TED star but this is annoying. He is smugly promoting his book, entitled Blink. Then he launches into an almost self-parodic Gladwellian riff — the discovery of something offbeat and super-quirky and little-known, in this case the career of market researcher Howard Moskowitz and his ideas about spaghetti sauce. It’s a bit dull, compared with the great days of The Tipping Point.