I read this book couple of years ago and I am summarizing it from my underlining, etc. I am summarizing the main points. The book is full of examples and studies for each point presented. I believe this book is really talking about what and how a movement takes place. It is written for business executives and relates to marketing, but applies to all potential movements. The main question asked is what can we do to deliberately start and control positive epidemics and movements of our own?