Why Things Catch On
Why Things Catch On
Why do some products get more word of mouth than others? Why does some online content go viral? Word of mouth makes products, ideas, and behaviors catch on. It’s more influential than advertising and far more effective.
Can you create word of mouth for your product or idea? According to Berger, you can. Whether you operate a neighborhood restaurant, a corporation with hundreds of employees, or are running for a local office for the first time, the steps that can help your product or idea become viral are the same.
Contagious is filled with fascinating information drawn from Berger’s research. You will be surprised to learn, for example, just how little word of mouth is generated online versus elsewhere. Already praised by Dan Ariely and Dan Gilbert, and sold in nine countries, this book is a must-read for people who want their projects and ideas to succeed.
Viral’s Secret Formula: Why Things Catch On
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Reading Group Guide
What makes products and ideas catch on and become popular? Why do some stories get shared more than others? Why are some rumors infectious? What makes things “go viral”? In Contagious, Jonah Berger shares the secret science behind social transmission. Why we talk about and share some things rather than others. Why we pass things on. Filled with engaging stories and comprehensive research Contagious is an essential tool for anyone that wants to make their product or idea spread.
Topics & Questions for Discussion
1) Consider and discuss the most recent email forward you received. It might have been a news article, video, or story. What aspects of the STEPPS framework did it adhere to? Do the same analysis for the last viral video you watched, hot restaurant you tried, hit movie you saw, etc. Which concepts in the framework apply?
2) Which examples that Berger mentioned (e.g., Blendtec, Dove’s Evolution, white iPhone earbuds) see more