Some of us, after all, are very good at expressing emotions and feelings, which means that we are far more emotionally contagious than the rest of us… - Malcolm Gladwell

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.

Those three things - autonomy, complexity, and a connection between effort and reward - are, most people agree, the three qualities that work has to have if it is to be satisfying. It is not how much money we make that ultimately makes us happy between nine and five. It's whether our work fulfills us. If I offered you a choice between being an architect for $75,000 a year and working in a tollbooth every day for the rest of your life for $100,000 a year, which would you take? I'm guessing the former, because there is complexity, autonomy, and a relationship between effort and reward in doing creative work, and that's worth more to most us us than money.

But sometimes genius is anything but rarefied; sometimes it's just the thing that emerges after twenty years of working at your kitchen. (p313)