My key highlights and takeaways from the book:
Contagious: Why Things Catch On is a book by Jonah Berger that explores the science behind what makes ideas, products, and behaviours catch on. The author argues that there are six key principles that make something contagious: social currency, triggers, emotion, public, practical value, and stories.
- Social currency: People like to talk about things that make them look good or help them appear knowledgeable. They share things that make them seem hip, savvy, or in the know.
- Triggers: Contagious things are often associated with other things in our environment. When we see a trigger, it reminds us of the contagious thing and makes us more likely to think about it and share it.
- Emotion: Emotional content is more likely to be shared than content that elicits little or no emotional response. Positive emotions such as awe, laughter, and excitement tend to be more contagious than negative emotions such as anger and fear.
- Public: Contagious things are often visible, making it easier for others to adopt them. If people can see that others are using a product or following a trend, they are more likely to follow suit.
- Practical value: Contagious things often solve a problem or address a need. People are more likely to share things that they find helpful, useful, or valuable.
- Stories: Contagious things are often wrapped in story. They are more likely to spread if they are embedded in a story that is interesting, relatable, and memorable.
Takeaways:
- Understanding why things catch on can help businesses, marketers, and organizations create more successful campaigns, products, and initiatives.
- The six key principles of contagion – social currency, triggers, emotion, public, practical value, and stories – provide a framework for understanding why some things are more contagious than others.
- Contagious ideas and products often have a mix of these principles, making them more likely to spread.
- Emotional content and storytelling can be particularly powerful tools for making ideas and products contagious.
- To create contagious products and campaigns, think about how to tap into these six principles and make them part of your message.
In conclusion, “Contagious” is a thought-provoking and engaging exploration of the science of why things catch on. The book provides valuable insights into the factors that drive the spread of ideas, products, and behaviours and offers practical tips for making things more contagious.
