Key Concepts part 4. The conditions in which social epidemic spreads

 The hardest thing for us is to internalize the importance of the environment and conditions in spreading the message. One reason is our inability to perceive abstract things. We react more to the changes of others than to the changes of the surrounding reality. We believe our decision-making ability is better than it actually is. The role of the environment and its conditions in getting an epidemic across the tipping point is as great as the infectivity of individuals and the message. Epidemics are sensitive to changing circumstances when it is time for them to spread. The emergence of epidemics does not require major changes. Even the small ones are enough. Usually, the urge to change beneath the surface is released with the help of small changes.

Our behavior can be modified by creating the conditions for the spread of epidemics. Zero tolerance for drunkenness can reduce the mild effects of alcohol. In the 1980´s, transportation authorities tested the New York subway for zero tolerance for pumping and other minor offenses. With it, they succeeded in significantly reducing even large-scale crimes in the subways. Not all small changes automatically result in large ones. In addition to small changes in the environment, epidemics are best spread through small and dense communities. As communities, we are vulnerable to the ideas and the peer pressure. The latter may play a critical role in the spread of the epidemic.

Gradually, we can form close groups with the help of a certain ideology. Through them, the spread of the epidemic is accelerating. The ideal size for small dense groups is a maximum of 150 people, according to anthropologist Robin Dunbar. He has studied other primates as well. We have the largest capacity and that is due to the size of the frontal lobe of our brain. This is bigger than our classmates. According to Dunbar's research, the border runs in a group size of about 150 people. Larger groups form cup municipalities and disagreements. By this logic, the best results in business would come in units of about 150 people.

The idea of a tipping point can be summed up in one brevity: As we try to change our behavior and cause an epidemic, it is important for us to get those people to spread our message that it is good to get others on their side, knowing a lot of people. In addition, it’s important for us to get the message done so remember that it grabs easily and makes us act. In addition, it is important for us to succeed in reshaping our environment with small changes so that the epidemic can cross its climax, after which it will start to accelerate.