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.

Take STEPPS

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.

Making Behaviors

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

Going Viral

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.

Triggers

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.

Wide Spread Application

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.

Emotional Content

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.

Real Life Cases

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.

Share Stories

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.

Social Currency

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.

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.

Driving Practical Value

"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:

The New York Times bestseller that explains why certain products and ideas become popular. “Jonah Berger knows more about what makes information ‘go viral’ than anyone in the world.” —Daniel Gilbert, author of the bestseller Stumbling on Happiness What makes things popular? If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral? Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed list, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In Contagious, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the most boring products there is: a blender. Contagious provides specific, actionable techniques for helping information spread—for designing messages, advertisements, and content that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.