Something can be remarkable because it is novel, surprising, extreme, or just plain interesting. Remarkable things are unusual, extraordinary, or worthy of notice or attention. There are three ways to generate social currency: 1. Most people would rather look clever rather than dumb, hip rather than dull, and cool rather than geeky. Social currency helps people look good to others. Principle I: Social Currency “We share things that make us look good” What broader narrative can we wrap our idea in? People don’t just share information, they tell stories.
How can we craft content that seems useful? People like to help others, so if we can show them how our products or ideas will save time, improve health, or save money, they’ll spread the word.
So how can we craft messages and ideas that make people feel something?Ĭan people see when others are using our product or engaging in our desired behavior? Making things more observable makes them easier to imitate, which makes them more likely to become popular. How do we remind people to talk about our products and ideas? Triggers are stimuli that prompt people to think about related things. How does it make people look to talk about a product or idea? Most people would rather look smart than dumb, rich than poor, and cool than geeky. We share information and stories with people who will find our information relevant and interesting.Ĭontagious explains what makes products, ideas, stories, and news likely to spread from person to person via word of mouth and social influence. Word of mouth recommendations are more objective and candid, so we are more likely to trust and listen to them. Word of mouth is more effective than traditional advertising for two reasons: While quality, price, and advertising contribute to products and ideas being successful, word of mouth drives 20 to 50 percent of all purchasing decisions. He explains 6 mechanisms that contribute to virality: social currency, triggers, emotion, practical value, public, and stories.īuy this book on Amazon (Highly recommend) Access My Searchable Collection of 100+ Book Notes Key Takeaways In it, Wharton marketing professor Jonah Berger explains what makes certain ideas, products, and stories popular.
This book is perfect for anyone who wants to learn more about how to spread ideas, increase brand awareness, or grow their customer base.
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