When people in authority want the rest of us to behave, it matters — first and foremost — how they behave. This is called the “principle of legitimac… - Malcolm Gladwell

...legitimacy is based on three things. First of all, the people who are asked to obey authority have to feel like they have a voice — that if they speak up, they will be heard. Second, the law has to be predictable. There has to be a reasonable expectation that the rules tomorrow are going to be roughly the same as the rules today. And third, the authority has to be fair. It can't treat one group differently from another.

When people in authority want the rest of us to behave, it matters — first and foremost — how they behave.

This is called the “principle of legitimacy,” and legitimacy is based on three things. First of all, the people who are asked to obey authority have to feel like they have a voice — that if they speak up, they will be heard. Second, the law has to be predictable. There has to be a reasonable expectation that the rules tomorrow are going to be roughly the same as the rules today. And third, the authority has to be fair. It can’t treat one group differently from another.

When people in authority want the rest of us to behave, it matters — first and foremost — how they behave. This is called the “principle

There are specific situations so powerful that they can overwhelm our inherent predispositions.

The Law of the Few says that there are exceptional people out there who are capable of starting epidemics. All you have to do is find them. The lesson of stickiness is the same. There is a simple way to package information that, under the right circumstances, can make it irresistible. All you have to do is find it.

Students who attend what they considered to be their first-choice school were less likely to persist in a biomedical or behavioral science major,” they write. You think you want to go to the fanciest school you can. You don’t.