A small but brilliant example of social contagion, from the Sasquatch Music Festival:
(Via Jonah Lehrer, who links it to the Milgram experiment and to Jane Jacobs's wonderful dictum "Life attracts life".)
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steven johnson: everything bad is good for you
all of this man's books are essential
james surowiecki: the wisdom of crowds
an intelligent, grown-up exploration of a fascinating subject
robert cialdini: influence: the psychology of persuasion
a very influential book in every way
jonah lehrer: how we decide
a brilliant explanation of how our brains make up our minds.
niccolo machiavelli: the prince
how to create a choice architecture for your subjects/clients