Although fashions in ideas tend to arise from different sources than fashions in clothing, the mechanism of their adoption seems much the same. The early adopters will be driven by ambition: self-consciously cool people who want to distinguish themselves from the common herd. As the fashion becomes established they’ll be joined by a second, much larger group, driven by fear.9 This second group adopt the fashion not because they want to stand out but because they are afraid of standing out.
