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A key reason some ideas are so successful, conventional wisdom has held, is that a few highly influential people espouse them. In his book The Tipping Point, Malcolm Gladwell wrote that what he calls "social epidemics" are "driven by the efforts of a handful of exceptional people." Those exceptional people tend to be experts on a subject who love to talk. Such people can convince dozens of others of their opinions. An excellent sales strategy, then, would be to find those few critical people, persuade them of the value of your product, and leave it to them to convince others. It's a compelling idea, but does it really work? Social network theorists Duncan J. Watts of Columbia University and Peter Sheridan Dodds of the University of Vermont in Burlington decided to put the notion to a test. What they found is a disappointment for "viral marketers" who specialize in selling products by influencing influential people.