Contagious - Deepstash
Contagious

Talha Mumtaz's Key Ideas from Contagious
by Jonah Berger

Ideas, facts & insights covering these topics:

11 ideas

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Social Currency

Social Currency

People share things that make them look good. This "social currency" enhances their status or gives them a sense of belonging to an exclusive group. To leverage this, companies need to craft messages that make their audience feel special or in-the-know, thereby encouraging them to share content that reflects positively on them.

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150 reads

Triggers

Triggers

Triggers are stimuli that prompt people to think about related things. For example, associating a product with common daily activities or objects can increase its visibility. By linking products to frequent triggers, companies can create consistent reminders, making people more likely to discuss or use their products regularly.

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111 reads

Emotional Content

Emotional Content

Content that evokes strong emotions—whether positive like awe or amusement, or negative like anger or anxiety—is more likely to be shared. Emotional arousal stimulates action, so marketers should aim to connect with their audience on an emotional level to foster engagement and sharing.

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107 reads

Making Behaviors

Making Behaviors

When behavior is observable, it becomes imitable. Making private behaviors public can increase their adoption. For instance, visible branding or easily noticeable product usage can serve as a social proof, encouraging others to follow suit and adopt similar behaviors.

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96 reads

Driving Practical Value

Driving Practical Value

People share useful information that benefits others. This practical value can be tips, how-tos, or discounts. By providing content that offers real-world benefits, companies can encourage people to pass on information, knowing it will help their friends or peers.

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87 reads

Share Stories

Share Stories

People do not just share information; they share stories. A compelling narrative can wrap a product or idea in a way that makes it more engaging and memorable. Crafting stories that naturally integrate the core message can help in spreading it organically as people enjoy retelling engaging tales.

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72 reads

Take STEPPS

Take STEPPS

Berger introduces the STEPPS framework (Social Currency, Triggers, Emotion, Public, Practical Value, Stories), which encapsulates the key principles that make ideas contagious. By applying this framework, marketers can systematically design messages and products that are more likely to be shared and discussed.

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81 reads

Going Viral

Going Viral

Products and messages should be designed with virality in mind from the outset. This means integrating elements that encourage sharing and discussion. Whether through remarkable features, exclusive information, or emotional hooks, building these aspects into the design can enhance their spread

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66 reads

Real Life Cases

Real Life Cases

Berger uses real-world examples and case studies to illustrate how the principles work in practice. From the success of Blendtec’s “Will It Blend?” campaign to the popularity of the $100 cheesesteak, these cases show how different tactics can be effectively applied across various industries.

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65 reads

Wide Spread Application

Wide Spread Application

The principles of contagiousness are not limited to commercial products but can be applied to social causes, public health campaigns, and personal branding. Understanding what drives people to share and discuss can help anyone looking to promote an idea or behavior, making the insights valuable across multiple domains.

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61 reads

TALHA MUMTAZ

And lastly, one way of making your product successful is of course make people talk about it. Do this by using the STEPPS formula.

People share liquid death because it nakes them look cool without consuming alcohol.

People buy an iPhone because it gives them a certain status.

People use Instagram because everybody pulls them into using it.

Make sure to give your product a touch that resonates with your audience and help them achieve a certain level of satisfaction. Do that and see the word of mouth exploding for your product.

TALHA MUMTAZ

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63 reads

IDEAS CURATED BY

talhamumtaz

Full-time reader and part-time growth consultant on a quest to understand the world by drawing wisdom from the great minds of today and yesterday.

CURATOR'S NOTE

"Contagious: How to Build Word of Mouth in the Digital Age" by Jonah Berger explores why things catch on and how to make products, ideas, and behaviors more likely to spread. Here are ten key ideas from the book:

Different Perspectives Curated by Others from Contagious

Curious about different takes? Check out our book page to explore multiple unique summaries written by Deepstash curators:

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