by Malcolm Gladwell

There are three rules that need to be in place in order to cause a Social epidemic.

The law of the few, the stickiness factor, the power of context.

Then you just have to get to the tipping point.


The law of the few

Weak ties are better than strong ties - 'The strength of weak ties'

It's more of a Social pyramid, not a Social circle. Connectors drive connections, they normally boil down to one or two people.

There are three types of people:

  • Maven
These people are information specialists, they love to help, share data and solve other peoples problems. Overall good starters of social epidemics due to their knowledge and determination.
  • Connectors
The social glue bridging multiple circles together, they know a large number of people from various communities and strive to bring them together.
  • Salesman
Have a lot of positive energy, are charismatic and really good at negotiating. There is a rhythm in voice and body when they convey information.

Stickiness factor

Advertising has to be seen 6 times before it is remembered.

The best way to get the point across is to advertise what your product is and how it fits in people's lives. One thing to remember is that you are also competing against other companies advertising their products, you need to make your one stick - 'The clutter problem'


The power of context

Make ties with as many groups as possible to form a community, people's behaviors are susceptible to influence by their environment. There are only so many social relationships you can keep up with. - 'The rule of 150'

Even the slightest changes in the environment can contribute to reaching the tipping point.


Epidemic Curve

The stages of innovation adoption:

  • Innovators
  • Early adopters
  • Early majority
  • Late majority
  • Laggards

Piggyback on social epidemics.