Chapter 4

In chapter four, Gladwell mainly speaks on the idea of "The Power of Context." This means that if in that point in history or time something is introduced and it isn't the right time, it will be less likely to reach its tipping point. In order to prove this point further, Gladwell uses multiple examples from violent crimes that had occurred in New York City in the 1990's.
Gladwell also talks about how there are many factors that can cause a decline in the popularity of a certain product. He says that the biggest of these factors are subtle changes in the environment. This means that these factors were allowed to "tip," leading to much reduction in crime (going back to his examples from the 90's). Gladwell brings up the Broken Windows Theory, which states that even minor examples of deterioration where you live can lead to worse issues, involving your quality of life and living, if unfixed.
He speaks on how you may reverse these factors as well. How New York tried to remove crime was that they took small steps at a time. They began to cover up graffiti and crack down more on the law. Since these factors, Gladwell believes, took away from crime in New York, he also believes it helped influence many other things, like the deterioration of the crack cocaine epidemic.
How this chapter relates to business is that you need to make sure if you're making or selling a product, you must know if it is needed during this time and in that place. I was slightly confused as to how the whole New York part had much to do with business. I just understood how one small factor can cause a chain reaction and make situations worse.