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Introduction | 3 | |
1 | The Three Rules of Epidemics | 15 |
2 | The Law of the Few: Connectors, Mavens, and Salesmen | 30 |
3 | The Stickiness Factor: Sesame Street, Blue's Clues, and the Educational Virus | 89 |
4 | The Power of Context (Part One): Bernie Goetz and the Rise and Fall of New York City Crime | 133 |
5 | The Power of Context (Part Two): The Magic Number One Hundred and Fifty | 169 |
6 | Case Study: Rumors, Sneakers, and the Power of Translation | 193 |
7 | Case Study: Suicide, Smoking, and the Search for the Unsticky Cigarette | 216 |
8 | Conclusion: Focus, Test, and Believe | 253 |
Endnotes | 260 | |
Acknowledgments | 271 | |
Index | 273 |
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