Derek Thompson is a senior editor at The Atlantic magazine, where he writes about economics and the media. He is a regular contributor to NPR's "Here and Now" and appears frequently on television, including CBS and MSNBC. 

Alexis Madrigal is a writer and journalist in Oakland, California. He's the editor-at-large for Fusion. Previously, he was a senior editor at The Atlantic and a staff writer at Wired.

Why do things become popular? How does culture happen? In his groundbreaking investigation, Thompson uncovers the hidden psychology of why we like what we like. Shattering the sentimental myths of hit-making that dominate pop culture and business, Thompson shows quality is insufficient for success, nobody has "good taste," and some of the most popular products in history were one bad break away from utter failure. People love a familiar surprise: a product that is bold, yet sneakily recognizable.

"Enthralling-- full of 'aha' moments about why some ideas soar and others never get off the ground. This book picks up where The Tipping Point left off." -Adam Grant, Wharton professor and New York Times bestselling author of ORIGINALS and GIVE AND TAKE