Contagious: Why Things Catch On
by Jonah Berger · 2013
In a nutshell
Unveils STEPPS framework (Social Currency, Triggers, Emotion, Public, Practical Value, Stories) for startups to engineer word-of-mouth customer acquisition virality. Vs Traction Channels, focuses on content psychology over paid distribution; use cases like Blendtec videos exploding views 10x via humor/emotion. Vital for low-cost go-to-market growth.
Overview
Jonah Berger's "Contagious: Why Things Catch On" distills years of research into understanding why certain ads, products, YouTube videos, political movements, songs, and restaurants catch on, while others are ignored.
The STEPPS Framework
Berger developed six principles into an acronym STEPPS, which stands for:
1. Social Currency
The things we say affect how people see us. The more something makes someone look good, the more likely they'll be to pass it on.
2. Triggers
If something is top-of-mind it will be tip-of-the-tongue. Triggers stimulate people to think and talk about your product, idea, or service.
3. Emotion
When we care, we share. Whether positive (excitement or humor) or negative (anger or anxiety), high arousal emotions drive us to share.
4. Public
Making things more observable increases social influence. When we can see what others are doing, we're more likely to imitate it.
5. Practical Value
People share useful, valuable information. Highlighting incredible value drives word of mouth.
6. Stories
Information travels through narrative. People don't just share information, they tell stories.
Word of Mouth Effectiveness
Word of mouth drives 20 to 50 percent of all purchasing decisions. Interestingly, only 7% of word-of-mouth content is shared online, with the vast majority happening through offline, face-to-face interactions.
Key Insights for Startups
There's a science behind word of mouth. It's not random and it's not luck why people talk about some things rather than others. Regardless of how plain or boring a product or idea may seem, there are ways to make it contagious if you apply the right principles.
Author Background
Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania. His research has been published in top-tier academic journals and popular press outlets like The New York Times, Wall Street Journal, and Harvard Business Review.
Impact
The book provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and information that people will share.
Available at major retailers for approximately $16-28.
Reference
Contagious: Why Things Catch On — publisher / official page. Summary adapted from the Awesome Startup Books collection.
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