"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—are the same three principles that define how measles moves through a grade-school classroom or the flue attacks every winter." p. 9

"Why is it that some ideas or behaviors or products start epidemics and others don't? And what can we do to deliberately start and control positive epidemics of our own?" p. 14

"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." p. 18

"When it comes to epidemics, though, this disproportionality becomes even more extreme; a tiny percentage of people do the majority of the work." P. 19

"Stickiness means that a message makes an impact." P. 25

"But it is safe to say that word...