The success of epidemics relies on certain types of people to spread ideas: Mavens share information, Connectors introduce disparate groups and spread ideas widely, and Salesmen persuade others. For an idea to spread epidemically, it must be "sticky" by capturing attention through things like repetition, interactivity, or practical relevance. The context in which an idea is presented also greatly influences its spread - environments and social groups can encourage or discourage the adoption of new behaviors or beliefs.