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“...successful creations grow most predictably when they tap into a small network of people who do not see themselves as mainstream, but rather bound by an idea or commonality that they consider special. People have all day to talk about what makes them ordinary. It turns out that they want to share what makes them weird.”

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Book:Hit Makers: The Science of Popularity in an Age of Distraction
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“Almost every piece of media people consume, every purchase they make, every design they confront lives on a continuum between fluency and disfluency - ease of thinking and difficulty of thinking. Most people lead lives of quiet fluency. They listen to music that sounds like the music they've already heard. They look forward to movies with characters, actors, and plot that they recognize. they don't heed ideas from opposing parties, particularly if these ideas seem painfully complicated. (...) the greatest joys often come from discovering fluency in places you didn't expect.”

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Book:Hit Makers: The Science of Popularity in an Age of Distraction
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“In all sorts of markets—music, film, art, and politics—the future of popularity will be harder to predict as the broadcast power of radio and television democratizes and the channels of exposure grow.... The gatekeepers had their day. Now there are simply too many gates to keep.”

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Book:Hit Makers: The Science of Popularity in an Age of Distraction
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