Malcolm Gladwell’s expertise on epidemics centres more around social ones: Looking at the ways messages, trends, and products, for example, can suddenly become so powerfully contagious. Sometimes all it takes is a little nudge to move something from a “big-ish deal” to suddenly becoming an avalanche. We are all influential. A single person can move something towards or away from that critical tipping point. Embrace that fact: It can be empowering.