Malcolm Gladwell’s two humongous best sellers, “The Tipping Point” and “Blink,” share a shake-and-bake recipe that helps explain their popularity. Both popularize scientific, sociological and psychological theories in a fashion that makes for lively water-cooler chatter about Big Intriguing Concepts: “The Tipping Point” promotes the notion that ideas and fads spread in much the same way as infectious diseases do, while “Blink” theorizes that gut instincts and snap judgments can be every bit as good as decisions made more methodically. Both books are filled with colorful anecdotes and case studies that read like entertaining little stories. Both use PowerPoint-type catchphrases (like the “stickiness factor” and “the Rule of 150”) to plant concepts in the reader’s mind. And both project a sort of self-help chirpiness, which implies that they are giving the reader useful new insights into the workings of everyday life.

“Outliers,” Mr. Gladwell’s latest book, employs this same recipe, but does so in such a clumsy manner that it italicizes the weaknesses of his methodology. The book, which purports to explain the real reason some people — like Bill Gates and the Beatles — are successful, is peppy, brightly written and provocative in a buzzy sort of way. It is also glib, poorly reasoned and thoroughly unconvincing.

Much of what Mr. Gladwell has to say about superstars is little more than common sense: that talent alone is not enough to ensure success, that opportunity, hard work, timing and luck play important roles as well. The problem is that he then tries to extrapolate these observations into broader hypotheses about success. These hypotheses not only rely heavily on suggestion and innuendo, but they also pivot deceptively around various anecdotes and studies that are selective in the extreme: the reader has no idea how representative such examples are, or how reliable — or dated — any particular study might be.

Citing what Robert Merton called the “Matthew Effect” (after the New Testament verse that goes, “For unto everyone that hath shall be given, and he shall have abundance. But from him that hath not shall be taken away even that which he hath”), Mr. Gladwell suggests that children from wealthy or middle-class backgrounds are much more likely to succeed than those from impoverished ones. He describes a study, begun in the 1920s by a professor of psychology named Lewis Terman, that tracked a group of gifted children and found, in Mr. Gladwell’s words, that “almost none of the genius children from the lowest social and economic class ended up making a name for themselves.”