We all want to believe that the key to making an impact on someone lies with the inherent quality of the ideas we present. But in none of these cases did anyone substantially alter the content of what they were saying. Instead, they tipped the message by tinkering, on the margin, with presentation of their ideas….The line between hostility and acceptance, in other words, between an epidemic that tips and one that does not, is sometimes a lot narrower than it seems. The creators of Sesame Street did not junk their entire show after the Philadelphia disaster. They just added Big Bird, and he made all the difference in the world…The Law of The Few says that there are exceptional people out there who are capable of starting epidemics . All you have to do is find them. The lesson of stickiness is the same. There is a simple way to package information that, under the right circumstances, can make it irresistible. All you have to do is find it.
—Malcolm Gladwell, The Tipping Point
