Contagious

By Jonah Berger

Categories: Business & Money

Wharton marketing professor Jonah Berger explains why some products, ideas and videos spread by word of mouth while others don't. Drawing on his research, Berger sets out six principles behind content that people share, summed up as STEPPS: social currency, triggers, emotion, public, practical value and stories. Each chapter pairs a principle with case studies from business and public life, showing how messages can be made more likely to catch on.

Recommended by 4 people

• Changpeng Zhao
• Patrick Bet-David: “I highly recommend you read this book, Contagious”
• Ryan Holiday
• Shane Parrish: “An interesting exploration of what makes thing popular. Despite what you think it’s not just about influence and word of mouth. The author, Johah Berger, breaks it down into six principles: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories.”