How epidemics happen:
- Little causes can have big effects
- Change happens not gradually but at one dramatic moment when a situation tips
This works for ideas in the same way it works for diseases.
The Tipping Point is governed by three rules:
- The Law of the Few
- The Stickiness Factor
- The Power of Context
The three rules offer a way of making sense of epidemics. They provide us with direction for how to go about reaching a Tipping Point.
The Law of The Few
Social epidemics work in exactly the same way as disease. They are driven by the efforts of a handful of exceptional people. In this case, it is things like how sociable they are, or how energetic or knowledgeable or influential among their peers that sets them apart.
The Stickiness Factor
The Stickiness Factor says that there are specific ways of making a contagious message memorable; there are relatively simple changes in the presentation and structuring of information that can make a big difference in how much of an impact it makes.
The Power of Context
The key to getting people to change their behavior lies with the smallest details of their immediate
situation. The Power of Context says that human beings are a lot more sensitive to their environment than they