I haven't read anything brilliant by Malcolm Gladwell lately. I read The Tipping Point and Blink and recommend them both.
This TED video comes from 2004, back when Gladwell was still a genius. Portions of the ideas in this video are *thrilling* to the likes of me.
How a man discovered there is no perfect Pepsi, there are only perfect Pepsis, and changed the commercial food industry, with his first great success being Prego Extra Chunky.