The Tipping Point/Gladwell 84-95

85 Senders…have special personalities…charismatic people

91 the Stickiness Factor…by making small but critical adjustments in how they presented ideas to preschoolers, they could overcome television’s weakness as a teaching tool. Sesame Street.

92 In epidemics, the messenger matters: messengers are what make something spread. But the content of the message matters too. And the specific quality that a message needs to be successful is the quality of “stickiness”. …so memorable…that it can create change, that is can spur someone to action?

93 …direct marketers are the real students of stickiness

95 Viewers were not just an audience but had become participants.

If you look closely at epidemic ideas or messages, as often as not the elements that make them sticky turn out to be as small and as seemingly trivial.