Over the past decade, the anti-smoking movement has railed against the tobacco companies for making smoking cool and has spent untold millions of dollars of public money trying to convince teenagers that smoking isn't cool. But that's not the point. Smoking was never cool. Smokers are cool. Smoking epidemics begin in precisely the same way that the suicide epidemic in Micronesia began or word-of-mouth epidemics begin or the AIDS epidemic began, because of the extraordinary influence of Pam P. and Billy G. and Maggie and their equivalents-the smoking versions of R. and Tom Gau and Gaetan Dugas. In this epidemic, as in all others, a very small group-a select few-are responsible for driving the epidemic forward.
( Malcolm Gladwell )
[ The Tipping Point: How Little ]
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