The Three Rules of Epidemics There are three basic agents of change that modified the consumer behaviour,

these three agents are named: The law of the few, the stickiness factor and the power of the context. Malcolm Gladwell says the epidemics works as the same as the products in the market, for example the publicity or trends. The law of the few In a giving process or system some people matter more than others, The principle 80/20 is way to explain this, is the idea that any situation roughly 80 percent of the work will done by 20 percent of the participants, explained in a different way a tiny percentage of people do the majority of the work. The law says the answer is that one of these exceptional people found out about the trend, and through social connections and energy and enthusiasm and personality spread the word about a product and promote it without needs retribution from the corporations. The stickiness factor Epidemics tip because of the extraordinary efforts of a few select carriers, but they also sometimes tip when something happens to transform the epidemic agent itself. This is a well know principle of virology, This idea of the importance of stickiness in tipping has enormous implications for the way we regard social epidemics as well. Stickiness means that a message makes an impact, you cant get it out of your head, it sticks on your memory. Is a critical component of tipping. The stickiness factor says that there are specific ways of making a contagious message memorable; there are relatively simple changes in the presentation and structuring information that can make a big difference in how much of an impact it makes. The power of context The people are strongly influenced by their situation, by the circumstances and particulars of the environment in which they operate. Even, the smallest and subtlest and most unexpected of factor can affect the way we act, it can changes our behaviour. For example, the anonymity and alienation of big-city life makes people hard and unfeeling. When people are in-group responsibility of acting is diffused. They assume that someone else will do the things, or they assume that because no one else is acting, because isnt really a problem. The power of context says that human beings are a lot more sensitive to their environment than they may seem. These three rules offer us a way of making sense of epidemics and provide us the direction and way for how to do and to go about reaching a tipping point.