Ideas and products and messages and behaviors spread just like viruses do.
These three characteristics—one, contagiousness; two, the fact that little causes can have big effects; and three, that change happens not gradually but at one dramatic moment
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.