"In epidemics, the messenger matters: messengers are what make something spread. But the content of the message matters too. And the specific quality… - Malcolm Gladwell

If you are a white person who would like to treat black people as equals in every way - who would like to have a set of associations with blacks that are as positive as those that you have with whites - it requires more than a simple commitment to equality. It requires that you change your life so that you are exposed to minorities on a regular basis and become comfortable with them and familiar with the best of their culture, so that when you want to meet, hire, date, or talk to a member of a minority, you aren't betrayed by your hesitation and discomfort.

The bottom line is that civil society simply cannot function without default to truth…I can’t converse with you, for instance, if I subject every statement that comes out of your mouth to critical scrutiny before I accept it as true. Conversation cannot proceed without default to truth.

Horchow's daughter, Sally, told me a story of how she once took her father to a new Japanese restaurant where a friend of hers was a chef. Horchow liked the food, and so when he went home he turned on his computer, pulled up the names of acquaintances who lived nearby, and faxed them notes telling them of a wonderful new restaurant he had discovered and that they should try it. This is, in a nutshell, what word of mouth is. It's not me telling you about a new restaurant with great food, and you telling a friend and that friend telling a friend. Word of mouth begins when somewhere along that chain, someone tells a person like Roger Horchow.