Reaching The Tipping Point

The Law of the Few: There are exceptional people out there who are capable of starting epidemics. All you have to do is find them.

Stickiness Factor: There is a simple way to package information that, under the right circumstances, can make it irresistible.

The Power of Context: Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur. We are more than just sensitive to changes in context. We’re exquisitely sensitive to them.

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