How did Starbucks open 20,000+ stores in 60+ countries, achieving a $60B+ market capitalization? It wasn’t just about the coffee.

More Than Coffee:  How the Starbucks Experience Became “Contagious”

We recently read

“Contagious,” which helped us understand why things catch on. The book is by Jonah Berger.

If you’re a B2B marketer, you should read it. Why do things catch on? Berger identifies six ingredients. Let’s explore further.

“Contagious” by Jonah Berger on Amazon

The 6 Ingredients

1.  Social currency: We share things that make us look good.

2.  Triggers: Top of mind, tip of tongue.

3.  Emotion: When we care, we share.

4.  Public: Built to show, built to grow.

5.  Practical Value: News you can use.

6.  Stories: Information travels under the guise of idle chatter.

Source: Page 207 of the book’s hardcover edition.

According to Berger,

brands don’t need to achieve all six ingredients. But the more, the better. Let’s consider Starbucks.

Social currency propelled the growth of Starbucks. People want to be seen at Starbucks or, holding a cup adorned with the Starbucks logo.

Social Currency

Photo from http://instagram.com/starbucks

Triggers

Action: “I need to get a coffee from Starbucks.” The trigger to cause that action: “I feel…”

•  Tired •  Down •  Bored

•  Sad •  Happy •  Like celebrating

That’s right: feelings (and their associated yearnings) are a trigger that fueled Starbucks’ growth.  

Emotion

From community to ethical sourcing, from the environment to global responsibility, Starbucks has fostered an emotional connection with customers and communities. “Join your neighbors and volunteer with us,” they say.

Public

We started to see the green mermaid in our sleep. Whether the gym, the subway or the office cubicle, the Starbucks brand became ingrained into the culture of America (and soon on many more continents). The product was consumed in public and the public sure did notice. Starbucks became a “walking brand.”

Photo from http://instagram.com/starbucks

Let’s face it: coffee is a commodity. But Starbucks provides much more than coffee. Think of its practical value. Meeting a potential business partner? Meet at Starbucks. Need to do some work on your laptop or tablet? Go to Starbucks. Where to take the soccer team after a nice win? Starbucks. We go for the practical value as much as the coffee.

Practical Value

Starbucks’ Report Card

Earlier, we referred to Berger’s six ingredients. Now, let’s see how well you were paying attention. How many did Starbucks achieve? A)  0-2

B)  3-4

C)  5

D)  6

E)  All of the above

2+2-1+3-1=?

If you answered “E”,

We need to send you here: The answer was…

“C”

Starbucks achieves 5 out of Berger’s 6 ingredients:

1.  Social currency

2.  Triggers

3.  Emotion

4.  Public

5.  Practical Value

B2B Marketers:  Steal These Ideas Social currency: Place social sharing buttons throughout your content (including SlideShare’s and PDF’s) Triggers: Achieve and reinforce brand association (e.g. “Staples” -> “Easy”) Emotion: Create a user experience that delights, inspires and wows.

Public: Grow your user base by giving away limited quantities of your product away for free. Or, consider a freemium business model. Practical Value: Solve your customers’ greatest challenges without breaking the bank.

B2B Marketers:  Read Our Blog Post for More Details

What Contagious (The Book) Teaches Us about the Growth of Starbucks