Revenge of the Tipping Point: Overstories, Superspreaders, and the Rise of Social Engineering

by Malcolm Gladwell

Ideas and products and messages and behaviors spread just like viruses do.

What he found instead were medical clusters, where the doctors in one hospital district took on a common identity, as if they had all been infected by the same contagious idea.

Whatever contagious belief unites the people in those instances has the discipline to stop at the borders of their community. There must be a set of rules, buried somewhere below the surface.