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The three rules of epidemics
The law of the few: connectors, mavens, and salesmen
The stickiness factor: Sesame Street, Blue's Clues, and the educational virus
The power of context (part one): Bernie Goetz and the rise and fall of New York City crime
The power of context (part two): the magic number one hundred and fifty
Case study: rumors, sneakers, and the power of translation
Case study: suicide, smoking, and the search for the unsticky cigarette
Conclusion: focus, test, and believe.

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