Contagious — Jonah Berger
Summary in 15 minutes. A friend’s recommendation beats any ad. And what gets passed on owes less to luck than to a handful of principles. The first three principles: wanting to look good, being reminded, and feeling something strongly. The last three principles: being visible, being useful, and riding inside a story. You have finished reading. Now pick one product or idea and start applying the six principles.
Key ideas of "Contagious: Why Things Catch On"
Why Things Spread
A friend’s recommendation beats any ad. And what gets passed on owes less to luck than to a handful of principles.
- The 0 Cheesesteak: A dish everyone talked about
- Principles, Not Luck: The six STEPPS
Why People Share
The first three principles: wanting to look good, being reminded, and feeling something strongly.
- Social Currency: We share what makes us look good
- Games and Secret Doors: Two more ways to build social currency
- Triggers: Top of mind, tip of tongue
- Building Triggers: Linking yourself to the everyday
- Emotion: When we care, we share
How Things Spread
The last three principles: being visible, being useful, and riding inside a story.
- Public: Built to show, built to grow
- Practical Value: News you can use travels on its own
- Stories: Information as a Trojan horse
- All Six Together: The surprising story of the nail salons
Put It to Work
You have finished reading. Now pick one product or idea and start applying the six principles.
- Your 7-Day Plan: One task a day. Tick each one off.
- One-Page Cheat Sheet: The whole book at a glance. Save it.
- Final Word: Give People Something to Say: Spreading is designed, not lucky
From the free first chapter
Howard Wein opened Barclay Prime, an upscale steakhouse in Philadelphia. His problem was simple. The city already had plenty of good steakhouses, so why would anyone notice a new one?
Philadelphia’s signature food is the cheesesteak, usually a few dollars from a street stand. Wein put a 0 version on the menu. It had Kobe beef, lobster and truffles, and came with a small bottle of champagne.
Read the first chapter free · Price: ৳250 · or every book with a membership
Common questions
What is "Contagious: Why Things Catch On" about?
A friend’s recommendation beats any ad. And what gets passed on owes less to luck than to a handful of principles. The first three principles: wanting to look good, being reminded, and feeling something strongly. The last three principles: being visible, being useful, and riding inside a story. You have finished reading. Now pick one product or idea and start applying the six principles.
What are the key ideas of "Contagious: Why Things Catch On"?
The 0 Cheesesteak; Principles, Not Luck; Social Currency; Games and Secret Doors; Triggers; Building Triggers; Emotion; Public; Practical Value; Stories; All Six Together; Your 7-Day Plan.
Who wrote "Contagious: Why Things Catch On"?
Jonah Berger.
How long does the Gistbook summary take to read?
About 15 minutes. It is available in English and Bangla, and the first chapter is free.