IQ is a measure, to some degree, of innate ability. But social savvy is knowledge. It's a set of skills that have to be learned. It has to come from somewhere, and the place where we seem to get these kinds of attitudes and skills is from our families.

The three rules of the Tipping Point — the Law of the Few, the Stickiness Factor, the Power of Context — offer a way of making sense of epidemics. They provide us with direction for how to go about reaching a Tipping Point.

As the playwright George Bernard Shaw once put it: “The reasonable man adapts himself to the world: the unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man.

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We think we can easily see into the hearts of others based on the flimsiest of clues. We jump at the chance to judge strangers. We would never do that to ourselves, of course. We are nuanced and complex and enigmatic. But the stranger is easy. If I can convince you of one thing in this book, let it be this: Strangers are not easy.

There are, I think, two important lessons here. The first is that truly successful decision making relies on a balance between deliberate and instinctive thinking. [...] The second lesson is that in good decision making, frugality matters

lower. As the sociologist John Shelton Reed has written, “The homicides in which the South seems to specialize are those in which someone is being killed by someone he (or often she) knows, for reasons both killer and victim understand.” Reed adds: “The statistics show that the Southerner who can avoid arguments and adultery is as safe as any other American, and probably safer.” In the backcountry, violence wasn’t for economic gain. It was personal. You fought over your honor. Many years ago, the southern newspaperman Hodding Carter told the story of how as a young man he served on a jury. As Reed describes it: The case before the jury involved an irascible gentleman who lived

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To assume the best about another is the trait that has created modern society. Those occasions when our trusting nature gets violated are tragic. But the alternative — to abandon trust as a defense against predation and deception — is worse.

Gottman has found, in fact, that the presence of contempt in a marriage can even predict such things as how many colds a husband or a wife gets; in other words, having someone you love express contempt toward you is so stressful that it begins to affect the functioning of your immune system.