Summary:
The book examines the role of social movements and activist groups in driving innovation and market change, highlighting how these "market rebels" can influence consumer adoption of new technologies and ideas. It presents case studies, such as the rise of the microbrewery industry and the adoption of the automobile, to illustrate the power of grassroots movements in shaping markets and consumer behavior.
Key points:
1. Hot Causes and Cool Solutions: Rao describes how social movements create emotional support for issues (hot causes) and turn it into practical actions (cool solutions).
