…som artikkelskribent, og han svinger seg opp på de helt store høyder i avsløringen av FBIs glansnummer – profilering av ukjente drapsmenn – i denne lange artikkelen for The New Yorker. Gladwell viker ikke tilbake for å sammenlikne oppbyggingen av profilen til en kriminell med virksomheten til astrologer og “synske”:

Astrologers and psychics have known these tricks for years. The magician Ian Rowland, in his classic “The Full Facts Book of Cold Reading,” itemizes them one by one, in what could easily serve as a manual for the beginner profiler. First is the Rainbow Ruse—the “statement which credits the client with both a personality trait and its opposite.” (“I would say that on the whole you can be rather a quiet, self effacing type, but when the circumstances are right, you can be quite the life and soul of the party if the mood strikes you.”)