Fascinating case studies and psychological oddities regarding the weirdness of humanity, presented in faux-wily prose of the most vanilla variety.
Sample paragraph:
When we are trying to make an idea or attitude or prodct tip, we're trying to change our audience in some small yet critical respect : we're trying to infect them, sweep them up in our epidemic, convert them from hostility to acceptance. That can be done though the influence of special kinds of people, people of extraordinary personal connection. That's the Law of the few. It can be done by changing the content of communicaiton, by making a message so memorable that it sticks in someon'es mind and compels them to action. That is the Stickiness Factor. I think that both of those laws make intuitive sense. But we need to remember that small changes in context can be just as important in tipping epidemics, even though that fact appears to violate some of our most deeply held assumptions about human nature.
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