Gladwell argues that social changes behave like epidemics, spreading through a population until they reach a threshold at which they accelerate rapidly, and identifies three factors that determine whether this occurs.
The law of the few holds that a small number of people with specific characteristics drive most transmission. Connectors know large numbers of people across different social worlds. Mavens accumulate and share information about products and services. Salesmen have unusual persuasive capability. Gladwell uses Paul Revere's ride, contrasted with William Dawes who rode the same night and produced no response, to argue that who carries a message determines whether it spreads.
The stickiness factor holds that the specific content and presentation of a message determines whether it is retained and acted on, illustrated with Sesame Street and Blue's Clues research. The power of context holds that behaviour is far more sensitive to environment than people assume, which he supports with the broken windows theory and the New York crime decline, and with the Stanford prison experiment and the Good Samaritan study.
The evidence has held up poorly. Duncan Watts' research found that influential individuals do not drive cascades and that ordinary people in the right conditions matter more, which directly contradicts the law of the few. The broken windows explanation of the New York crime decline is contested and the crime decline occurred in cities without such policing. The Stanford prison experiment has been substantially discredited. The Good Samaritan study is underpowered. The framework remains widely used in marketing and the underlying research does not support it.
Readers who want the framework that shaped a generation of marketing thinking, alongside the research that has since contradicted most of it.
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