Gladwell begins by presenting a fictionalized scenario that underscores the issues and responsibilities inherent in managing social epidemics. The Introduction opens with a virtual hearing during a severe pandemic, where three witnesses are called to testify about their roles in the crisis. The narrative focuses on Witness #1, an elderly woman from a privileged background who struggles with expressing a sincere apology. Her attempts to apologize are met with skepticism by the chairwoman, who seeks accountability for the specific role that each witness played in exacerbating the epidemic. Witness #1’s inability to acknowledge personal culpability highlights the theme of responsibility and the challenges of owning one’s actions in large-scale crises.

Witness #2, a young, well-dressed man connected to the implicated corporation, echoes his cousin’s sentiments, further illustrating the reluctance of individuals in power to accept blame. The exchange reveals a strategic use of language, particularly the passive voice, which Politician #2 points out as a means to deflect responsibility. This emphasis on linguistic manipulation sets up Gladwell’s exploration of how language and framing can influence public perception and accountability.

Gladwell then transitions to reflecting on his earlier work

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