The Law of the Few
The process of spreading an epidemic is never a mass effort. Instead, the majority of the work will be done by a handful of exceptional people who have the appropriate skill sets. The three key types of people who spread epidemics are:
Connectors – people with a special gift for networking and bringing people together.
Mavens – information specialists who are always up to date with what’s new and interesting.
Salesmen – people who are good at persuading others to act in some way. To succeed in building an epidemic, get the right kinds of people involved.
The Stickiness Factor
Quite simply, the more memorable or noteworthy an idea, the greater its “stickiness” or impact. To succeed in building an epidemic, do everything you can to ensure your message won’t go in one ear and out the other. Unless people remember what they’re told, it is highly unlikely that idea will change the way they think or act.
To build a powerful epidemic, increase the stickiness of your idea.
The Power of Context
Epidemics always reflect the environment in which they operate. The key to actually getting people to act on a new idea lies in surrounding the idea with the right environment. Human beings are influenced by their environment much more than they realize. The context in which a new idea is placed as part and parcel of an epidemic will have a profound influence on its eventual spread.
Therefore, to spread an epidemic, create the right context.