60-SECOND BOOK BRIEFS

CONTAGIOUSBY JONAH BERGER

Jonah Berger has done the research to figure out exactly how ideas spread, boiling it down to 6 S.T.E.P.P.S that we can follow to make our ideas “catch on.”

People share things when it helps make them look good, like being the first to find the new great restaurant in town. Create something worth talking about. 

SOCIAL CURRENCY

People talk about the things that are top of mind. Find ways to attach your product or service to things that are regular everyday occurrences. 

TR IGGERS

People share things with high levels of emotion. Things that make people feel anger, lust, awe, and joy spread much better than neutral emotions. Create something infused with a strong emotion.

EMOTION

If it’s built to show, it’s built to grow. Think Apple’s now eponymous white earbuds, or logos on expensive clothes. Allow your product or service people part of people’s identity.

PUBL IC

People like to share practical and useful information. Like this 60 second summary. Go ahead, share it, you know you want to.

PRACTICAL VALUE

Finally, people think in terms of narratives, not facts. If you have a compelling narrative, think deeply about how you can help your customers and prospects share it.

STORIES

CREATE YOUR GREATEST WORK

GET THE 12-MINUTE VERSION BY CREATING A FREE ACCOUNT ATWWW.READITFOR.ME