I recently finished reading Gladwell’s excellent book. My principal take away from his book is that small companies can often competitively defeat much larger companies. Larger companies, as my experience also proves, make significant mistakes that hands advantage to much smaller, nimbler companies. Larger companies are like Goliath, lumbering, vulnerable bureaucracies, which lack the manoeuvrability of their smaller competitors. In the airline industry, think of how Southwest, Ryanair, and WestJet have taken on industry giants and won; more importantly how they changed the assumptions about air travel. The principles Gladwell enunciates may be applied to operate a business more effectively: develop runaway products and services; alter human behaviour; and develop a winning business strategy. This book was entertaining and a pleasure to read, while intellectually challenging. I highly recommend Gladwell’s David and Goliath.