Interesting and compelling book. Gladwell argues that lots of social phenomenon follow the path of epidemics which are caused by three factors: The law of the few, the stickiness factor, and the power of context. He cites lots of psychological and sociological research (some of which I was familiar with, but lots that was new), and his tone is very readable and approachable. He provides some suggestions for fighting bad epidemics (like suicide, teen smoking, and school shootings), and lots of ideas for marketing teams. My biggest complaint was the amount of repetition. In strictly following the rule of intro, list ideas, spell out the ideas, and then conclusion he manages to write repetitive outline-line prose.