Gladwell identifies a three-point formula for creating a word of mouth epidemic: ‘The Law of the Few’, ‘the Stickiness Factor’ and ‘the Power of Context’.

‘The Law of the Few’ introduces us to the concept that the opinions of 10% of any target market will drive the buying behaviour of the other 90%.

A great primer has been written by Paul Marsden: The Two Minute Tipping Point 

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