Contagious by Jonah Berger Also by this author: Invisible Influence: The Hidden Forces that Shape Behavior
Published by Simon & Schuster on March 1, 2013
Genres/Lists: Non-Fiction, Science/Technology/Psychology
Pages: 200
Read synopsis on Goodreads
I received this book for free from NetGalley.
Buy the book: Amazon/Audible (this post includes affiliate links)
Have you ever wondered why some things go viral? Jonah Berger did and his research culminated in his book, Contagious. If this sounds like a familiar concept then you probably read Malcolm Gladwell’s Tipping Point. In Tipping Point, Gladwell attributes the viral spread of information/products/ideas to three types of people; mavens, connectors, and salespeople. In Contagious, Berger takes it one step further. Instead of focusing on the people that spread the information, he tries to identify what makes something worth sharing to begin with.
The book is broken down into six main principles that range from public visibility to the story around the product (such as Apple’s ability to play to emotion when it comes to electronics). Why do people pay for a $100 cheesesteak? Have you ever been to the secret bar that you access through a phone booth? All of these things were really interesting, but what I found most interesting was his explanation for why seemingly mundane items (like a blender) become so popular. Of course, what he said is simply common sense – practical items are more talked about because everyone needs one. If a stain remover worked for your child’s grass stains in their soccer uniform, then you’re more likely to recommend the product. If you watch a video where a blender demolishes an iPhone, you’ll probably have more faith in its ability to make a good smoothie. These things have practical value and are, of course, part of your life narrative.
Written in an approachable and conversational tone, this book has something to offer everyone. Whether you’re a blogger, an inventor, or a small business owner, this book will give you valuable insight into how to promote your product/service. And remember, “Sharing is caring.”
