In Malcolm Gladwell’s seminal work The Tipping Point (which all marketers should read) he describes the three types of people capable of causing a “social epidemic”. Starting with the cautionary note that, “The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social skills" he then proceeds to describe these elusive and hugely valuable persons as Salesmen, Mavens and Connectors. How can you turn a small idea into a global phenomenon?