Top Highlights

• Broken Windows theory and the Power of Context are one and the same. They are both based on the premise that an epidemic can be reversed, can be tipped, by tinkering with the smallest details of the immediate environment.
• When we talk about memory, we aren’t just talking about ideas and impressions and facts stored inside our heads. An awful lot of what we remember is actually stored outside our brains.
• But if you actually quiz the two of them on their attitudes, you’ll find out that what they actually share is similar activities. We’re friends with the people we do things with, as much as we are with the people we resemble.
• Paul Revere was a Connector. But he was also—and this is the second of the three kinds of people who control word of mouth epidemics—a Maven.
• The word Maven comes from the Yiddish, and it means one who accumulates knowledge.