Contagious
by Jonah Berger
Berger's research on why things spread: social currency, triggers, emotion, public visibility, practical value, stories. It overlaps with the Heaths but is more focused on word of mouth and backed by his own studies. Useful for anyone marketing anything, including themselves.
Read it if…
you want people to talk about your work and are relying on quality alone.
Skip it if…
you have read Made to Stick and want something different; the overlap is real.
Three things you will actually use
- Give people a reason to look good sharing it.
- Tie the idea to a frequent cue.
- Make the private public.
Do this first
Identify the trigger, something in daily life, that could remind people of your product or idea.
Our verdict
Research-backed and practical; a solid word-of-mouth guide.
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