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Summary: Contagious ebook

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The must-read summary of Jonah Berger's book: "Contagious: Why Things Catch On".This complete summary of the ideas from Jonah Berger's book "Contagious: Why Things Catch On" reveals the six key principles that make a product or an idea contagious. As well as sharing stories of real-life companies from his extensive research, the author provides a set of specialised techniques that you can use to spread information and get your message across to as many people as possible.Added-value of this summary:• Save time • Understand the essential techniques• Expand your communication skills To learn more, read “Contagious: Why Things Catch On" and find out how you can make your information as contagious as possible!

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Book Presentation : Contagious by Jonah Berger

Book Abstract

About the Author

Important Note About This Ebook

Summary of Contagious (Jonah Berger)

Book Presentation : Contagious by Jonah Berger

Book Abstract

MAIN IDEA

What makes an idea, a product or a behavior go viral and spread widely without any real marketing input or expenditure?

You might be tempted to think this is just a matter of random luck but it’s usually not. Products or ideas become contagious whenever and wherever six key STEPPS principles come into play:

If you’re trying to make a product or an idea become contagious, find ways to build these six STEPPS principles into the design of the product or into the messaging which arises around your product or idea. If you can do that, you can make your product or idea go viral and get everyone talking about it.

“Follow these six key STEPPS, or even just a few of them, and you can harness social influence and word of mouth to get any product or idea to catch on. The best part of the STEPPS framework is that anyone can use it. It doesn’t require a huge advertising budget, marketing genius, or some sort of creativity gene. If you follow these six key STEPPS, you can make any product or idea contagious.”

– Jonah Berger

About the Author

JONAH BERGER is assistant professor of marketing at The Wharton School at the University of Pennsylvania. He specializes in research on social epidemics, individual decision making and how social dynamics generate noteworthy collective outcomes. He has published dozens of articles about research in academic journals and has also published numerous articles whichhave been published in The New York Times, The Wall Street Journal, The Washington Post, Science, Harvard Business Review, BusinessWeek and Fast Company. He is a graduate of the Stanford University Graduate School of Business.

The Web site for this book is atJonahBerger.com

Important Note About This Ebook

This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.

Summary of Contagious (Jonah Berger)

S. Social Currency: You share those things which make you look good

You have social currency when you know about cool things which others are not yet aware of. To get people talking, you have to figure out what is truly remarkable about your product or idea and what you can do to make people feel like insiders.

Secrets never stay that way for long. If someone tells you something in confidence and begs you not to tell anyone else, then your natural inclination is to find someone to impress with what you know. That’s what social currency is all about – you’re in the know and they’re not.

To really get people talking about your product or idea, you have to mint some social currency. You do this by making it feasible for people to look good while they promote your product or idea. There are at least three ways to do that:

Find your inner remarkability – if you can point out something so extraordinary about what you have that you become worthy of remark, then that’s exactly what will happen. Remarkability comes in many forms – you may be able to do something nobody had ever thought feasible or perhaps you’re breaking the pattern everyone was expecting. The surprising thing about remarkability is that it can be applied to anything and everything if you dig deeply enough to find out something interesting.