contagious in 60 seconds
TRANSCRIPT
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60-SECOND BOOK BRIEFS
CONTAGIOUSBY JONAH BERGER
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Jonah Berger has done the research to figure out exactly how ideas spread, boiling it down to 6 S.T.E.P.P.S that we can follow to make our ideas “catch on.”
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People share things when it helps make them look good, like being the first to find the new great restaurant in town. Create something worth talking about.
SOCIAL CURRENCY
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People talk about the things that are top of mind. Find ways to attach your product or service to things that are regular everyday occurrences.
TR IGGERS
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People share things with high levels of emotion. Things that make people feel anger, lust, awe, and joy spread much better than neutral emotions. Create something infused with a strong emotion.
EMOTION
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If it’s built to show, it’s built to grow. Think Apple’s now eponymous white earbuds, or logos on expensive clothes. Allow your product or service people part of people’s identity.
PUBL IC
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People like to share practical and useful information. Like this 60 second summary. Go ahead, share it, you know you want to.
PRACTICAL VALUE
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Finally, people think in terms of narratives, not facts. If you have a compelling narrative, think deeply about how you can help your customers and prospects share it.
STORIES
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