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.
Malcolm GladwellThe first person who throws the rock is a lot more radical than a hundredth person.By the time the riot has attracted a hundred people, you don't have to be nearly as much of a daredevil or a hothead or committed or any of those things to want to engage in a riot.
Malcolm GladwellOur intuitions, as humans, aren't always very good. Changes that happen really suddenly, on the strength of the most minor of input, can be deeply confusing.
Malcolm GladwellDo you see the consequences of the way we have chosen to think about success? Because we so profoundly personalize success, we miss opportunities to lift others onto the top rung...We are too much in awe of those who succeed and far too dismissive of those who fail. And most of all, we become much too passive. We overlook just how large a role we all playโand by โweโ I mean societyโin determining who makes it and who doesnโt.
Malcolm GladwellWhen the students were asked to identify their race on a pretest questionnaire, that simple act was sufficient to prime them with all the negative stereotypes associated with African Americans and academic achievement. If a white student from a prestigious private high school gets a higher SAT score than a black student from an inner-city school, is it because sheโs truly a better student, or is it because to be white and to attend a prestigious high school is to be constantly primed with the idea of โsmartโ?
Malcolm Gladwell