“If you want to bring a fundamental change in people's belief and behavior...you need to create a community around them, where those new beliefs can be practiced and expressed and nurtured.”

“I want to convince you that these kinds of personal explanations of success don't work. People don't rise from nothing....It is only by asking where they are from that we can unravel the logic behind who succeeds and who doesn't.”

“Our first impressions are generated by our experiences and our environment, which means that we can change our first impressions . . . by changing the experiences that comprise those impressions.”

“understanding the true nature of instinctive decision making requires us to be forgiving of those people trapped in circumstances where good judgment is imperiled.”

“Practice isn't the thing you do once you're good. It's the thing you do that makes you good.”

“You don't start at the top if you want to find the story. You start in the middle, because it's the people in the middle who do the actual work in the world.”

“That is the paradox of the epidemic: that in order to create one contagious movement, you often have to create many small movements first.”