Sesame Street. Immediately, the intended audience relates to the theories of tipping. Once he gains their attention, the author issues a few calls to action. First, he simply encourages the reader to pay attention. He implores them to see that little things around them affect society individually and collectively. Second, Gladwell encourages the reader to use the theories of this book to affect change in their own world. The very fact that little changes lead to major changes opens the possibility for any person to affect change in his or her world.