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The three rules of the tipping point: the law of the few, the stickiness factor, and the power of context. These offer a way of making sense of epidemics as they provide us with direction for how to go about reaching a tipping point.

The Power of Context says that human beings are a lot more sensitive to their environment than they might seem.

The Stickiness Factor says that there are specific ways of making a contagious message memorable, and that relatively simple changes in the presentation and structuring of information can make a big difference in how much of an impact that makes.

Social epidemics are driven by the handful of exceptional people who discover the trend, and through social connections and energy and enthusiasm, and personality it spreads.

The three rules of epidemics: the Law of the Few, the Stickiness Factor, and the Power of Context