Booked Morning Podcast Episode 12 – Review and Summary of Contagious: Why Things Catch On by Jonah Berger

What makes things go viral? What makes us talk about certain products and ideas more than others? We remember some stories and rumors more infectious?
 
Most of us think to advertise, but that’s, not the case. We’ve learned to tune out advertisements, we listen to our peers.
 
Jonah Berger a Wharton Marketing Professor spent the last decade answering these questions. Jonah researched why New York Times articles are some of the Most E-mailed, why products get spread, and how social influences everything from cars we buy to the clothes we wear to the names we give our children.
 
Jonah peels the curtain on the secret science behind word-of-mouth and social transmission. Contagious combines groundbreaking research with powerful stories.
 
He outlines six basic principles that drive all sorts of things to become contagious, from consumer products and policy initiatives, even workplace rumors and YouTube videos. And the principle are brought together by the mnemonic STEPPS: • S for Social Currency • T for Triggers • E for Emotion • P for Public, • P again for Practical Value • S for Stories

For ourselves and our businesses to be shareable, we simply need to follow the STEPPS principles, we need to make sharing our idea a form of Social Currency, utilize triggers and tickle emotions to get them to share, we need to make it publicly visible and offer practical value and finally wrap it around a compelling story.