Ideas and products and messages and behaviors spread faster when they carry your message in a single line or paragraph: a Quote.
To feel the impact a Quote can have, here are three Normal Quotes from this book:
'To study the abnormal is the best way of understanding the normal. - William James'
'I think players changing coaches is normal. - Li Na'
'To jaw-jaw is always better than to war-war. - Winston Churchill'
Three characteristics—one, contagiousness; two, the fact that little words can have big effects; and three, that insight happens not gradually but at one dramatic moment, using the right profound words—are the same three principles that define how an idea takes off, or a product goes viral.
Of the three, the third, profound, trait… is the most important, because it is the principle that makes sense of the first two and that permits the greatest insight into why some ideas stick, some changes last, some words leave an impression, and others don't.
This book will give you the opportunity to find that right Quote that can change it all.