Contagious: Why Things Catch On
In the fast-paced world of startups, every founder dreams of creating a product or idea so compelling that it spreads like wildfire. But why do some ideas become viral sensations while others fizzle out? Jonah Berger, a marketing professor at the Wharton School of the University of Pennsylvania, dives into this mystery in his book Contagious: Why Things Catch On. Berger explores the science behind virality and offers a fascinating breakdown of the principles that make ideas, products, and campaigns "stick."
If you're a founder looking for insights to make your product or brand resonate with a broader audience, Berger's book offers a compelling guide to the mechanisms that fuel word-of-mouth marketing and social sharing.
The Six Principles of Contagious Ideas
At the heart of Contagious are six key principles that Berger calls STEPPS, an acronym for Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. These principles provide a roadmap for crafting ideas that people can't help but share:
1. Social Currency
People share things that make them look good or feel special. Berger explains that exclusivity and insider knowledge create a sense of social currency. Products or ideas that make people feel "in the know" are more likely to spread.
2. Triggers
Timing and context matter. A trigger is anything that reminds people of your product or idea. Berger demonstrates how certain cues in the environment can spark word-of-mouth, using examples like how peanut butter makes people think of jelly.
3. Emotion
Strong emotional responses—whether awe, humor, or even anger—drive people to share. Berger argues that emotions are contagious, and content that stirs feelings has a higher chance of going viral.
4. Public
"If something is built to show, it's built to grow." Berger explains that people imitate what they see others doing. Making your product or idea visible increases the likelihood of it catching on.
5. Practical Value
People love sharing useful information. Whether it’s a life hack or a money-saving tip, practical value enhances sharability. Berger offers examples of how content with actionable benefits spreads quickly.
6. Stories
Humans are wired for storytelling. Berger illustrates how embedding your idea within an engaging narrative makes it more memorable and shareable.
Real-World Examples
Berger supports these principles with real-world case studies that range from the viral success of Blendtec’s “Will It Blend?” videos to the buzz around a secret $100 cheesesteak at a Philadelphia restaurant. Each example vividly demonstrates how the STEPPS framework can be applied in various industries.
Conclusion
If you’re fascinated by the psychology of why people share ideas and want actionable insights to apply to your startup, Contagious is a must-read. The book is perfect for founders, marketers, and anyone looking to understand how to create buzz-worthy campaigns.
If you enjoy Contagious, you might also like Made to Stick by Chip and Dan Heath, which dives into why some ideas survive and thrive, or Hooked by Nir Eyal, which explores how to build habit-forming products. Together, these books offer a treasure trove of knowledge for anyone looking to make a lasting impact.