Contagious: Why Things Catch On
The New York Times bestseller that explains why certain products and ideas become popular.
Jonah Berger’s Contagious answers a question every marketer and founder asks: why do some products, ideas, and stories spread while others vanish? Berger, a Wharton professor, argues it’s rarely luck — there are identifiable principles behind word of mouth.
He distills them into the “STEPPS” framework: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. Each is a lever you can pull to make something more shareable. The book is full of research and memorable examples that make the principles stick.
Key takeaways:
- Word of mouth is engineerable, not accidental.
- People share things that make them look good, feel something, or help others.
- Build your message around triggers and stories so it spreads on its own.
Who it’s for: marketers, founders, and creators who want their work to spread without paying for every impression.
The verdict: practical, research-backed, and genuinely useful. For a business that grows on word of mouth — and the best ones do — this is a clear playbook for becoming more shareable.