Really good book. It read like a bestseller (quick read), but had a lot of substance to stop and make you think. 
 three Rules of the tipping point: the law of the few, the stickyness factor, the power of context. 
 Law of the Few (people who influence): 
 - Connectors: super connectors (eg Paul Revere). William Dawes had the same mission as Paul Revere the same night but we haven't heard of him b/c Paul Revere was a super-connector & knew who to rouse. 
 - Mavens: A Maven is a person who has information on a lot of different products or prices or places. This person likes to initiate discussions with consumers and respond to requests. They like to be helpers in the marketplace. 
 - Salesmen: people with the skills of persuasion. Good at reading people entering into "conversational harmony" with them. Facial gestures (nods, smiles, frowns) are key indicators. Emotional Mimicry. Studies showed Peter Jennings viewers voted Republican b/c he unconsciously smiled more while covering Reagan. 
 Stickyness Factor 
 - Sesame street succeeded b/c it learned to make TV sticky. It did a TON of testing with focus groups of kids to increase stickyness (how much kids remembered) of each show. They would cut scenes that didn't hold attention until each show 
 was good. 
 - Blues Clues did even more testing and discovered that kids love repetition - it plays the same show 5 times in a row and kids love it. 
 - make the message personal to make it memorable 
 The Power of Context 
 - Broken window theory. NYC cleaned up its crime epidemic by cleaning off the graffiti from its subways. 
 - Often to change human behavior you have to change the context the problem is presented in. 
 - Stanford Prison Experiment by Zimbardo proved that context matters. 
 - law of 150: a person can't 'know' more than 150 people, so companies usually start to fail at that point. Gore-Tex breaks up a company into 2 once it hits 150, because they've found things work better that way.