All people are connected to other people through family, friendship, work, hobbies, etc. In all social epidemics, a small handful of people wield a disproportionate amount of power. The first law of social epidemics is the Law of the Few. Each way of understanding a social epidemic corresponds to a different rule or law of epidemics. There are three ways to understand social epidemics: in terms of the people who cause them in terms of the content of the epidemic (i.e., the product, message, idea, or behavior being spread) and in terms of the environment or context in which the epidemic takes place. The moment at which a social epidemic goes from invisible to seemingly ubiquitous is called a “Tipping Point.” The book seeks to understand how social epidemics happen, and whether it’s possible to start and control them. But in fact, many changes in society are so sudden that they almost seem to happen overnight. Intuitively, most people would like to think that social epidemics happen slowly and gradually. This phenomenon is called a social epidemic. Certain clothes become fashionable, crime rates go down at an unprecedented rate, and religions find millions of new worshippers. At various points in modern history, ideas, products, messages, and other behaviors have suddenly and unexpectedly become very popular.
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