Epidemics are a function of the people who transmit infectious agents, the infectious agent itself, and the environment in which the infectious agent is operating. And when an epidemic tips, when it is jolted out of equilibrium, it tips because something has happened, some change has occurred in one (or two or three) of those areas. These three agents of change I call the Law of the Few, the Stickiness Factor, and the Power of Context.
The Stickiness Factor says that there are specific ways of making a contagious message memorable; there are relatively simple changes in the presentation and structuring of information that can make a big difference in how much of an impact it makes.
The three rules of the Tipping Point—the Law of the Few, the Stickiness Factor, the Power of Context—offer a way of making sense of epidemics.
“There aren’t enough cues. You didn’t see it in music and film and art and fashion. Usually, if something’s going to make it, you’ll see that thread running throughout everything—through what they like on TV, what they want to invent, what they want to listen to, even the materials they want to wear. It’s everywhere. But if something doesn’t make it, you’ll only see it in one of those areas.”
Note: See what's hot in Multiple areas and push it to new ones. I.e. Organic produce, Farmville, co-ops, etc.