Unless you’ve been living in a cave for the last decade or more, you’ll recognise Malcolm Gladwell and/or his book titles (Tipping Point and Blink, among others). Does he lead or does he spot new ideas quicker than the rest of us?

Whichever is the case, following him closely will mean you’re ahead of most people’s thinking. Here you can learn new ways to approach identifying and catering for niche markets to improve your results more than you might have thought possible.

We’ve all heard of niche marketing and USPs. Does Gladwell take it a step further?