Starting epidemics requires concentrating resources on a few key area. The Law of the Few says that Connectors, Mavens, and Salesman are responsible for starting word-of-mouth epidemics, which means that if you are interested in starting a word-of-mouth epidemic , your resources ought to be solely concentrated on these three groups. No one else matters.

I'm convinced that ideas and behaviors and new products move through a population very much like a disease does.

A radical and transformative thought goes nowhere without the willingness to challenge convention.

It is those who are successful, in other words, who are most likely to be given the kinds of special opportunities that lead to further success. It’s the rich who get the biggest tax breaks. It’s the best students who get the best teaching and most attention. And it’s the biggest nine- and ten-year-olds who get the most coaching and practice. Success is the result of what sociologists like to call “accumulative advantage.

Where they come from matters. They're products of particular places and environments.

[Research] suggests that what we think of as free will is largely an illusion: much of the time, we are simply operating on automatic pilot, and the way we think and act – and how well we think and act on the spur of the moment – are a lot more susceptible to outside influences than we realize.

The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.