If we think about emotion this way - as outside-in, not inside out - it is possible to understand how some people can have an enormous amount of influence over others. Some of us, after all, are very good at expressiing emotions and feelings, which means that we are far more emotionally contagious than the rest of us.
Malcolm GladwellWhen crime drops dramatically in New York for no apparent reason, or when a movie made on a shoestring budget ends up making hundreds of millions of dollars - we're surprised. I'm saying, don't be surprised. This is the way social epidemics work.
Malcolm GladwellClear writing is universal. People talk about writing down to an audience or writing up to an audience; I think that's nonsense. If you write in a way that is clear, transparent, and elegant, it will reach everyone.
Malcolm Gladwell