Did you know that at the same time Paul Revere went on his famous "The British are coming" ride, another man did the same thing in another direction? Why isn't he as well known? It has to do with Connectors, Mavens, and Salesmen--the types of people responsible for word-of-mouth epidemics. If you aren't one, your message won't spread as far or as fast. There are lots of other interesting tidbits in "The Tipping Point" by Malcolm Gladwell. For instance, if you were asked to nod your head during an ad to raise tuition fees, you'd be highly likeley to agree, even if it cost you hundreds of dollars out of your own pocket. If you shook your head back and forth during the pitch, you'd disagree. Using examples as diverse as car company mistakes to highly researched studies of "Blue's Clues", Gladwell makes an interesting read of "How Little Things Can Make a Big Difference". You'll want to apply his theories to your own life.