" It has been said that when people are free to do as they please, they usually imitate one another. We look to others for information about what is right or good to do in a given situation, and this social proof shapes everything from the products we buy to the candidates we vote for. The phrase ‘Monkey see, monkey do’ captures more than just our tendency to follow others. If people can’t see what others are doing, they can’t imitate them. So to get our products and ideas to become popular we need to make them more publicly observable "

― Jonah Berger , Contagious: Why Things Catch On