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.

Crif Dogs offer a secret bar that you access through a phone booth!

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.”

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Katie @ Doing Dewey
I thought Tipping Point was really interesting, although I’m not sure how much faith I put in any of Gladwell’s conclusions. I feel like in a lot of his books, he just finds a bunch of examples of something that he could make fit a common narrative, but that narrative is just a theory. That said, I would still try reading this just because these sorts of ideas fascinate me. It’s just interesting to think about things like why certain objects catch on with people!
- The Book Wheel
  This is very un-Malcomesque and the book pretty much talks about how Gladwell didn’t really focus on the things that make a product go viral, which is a bit in line with the whole narrative thing. Let me know if you read it!
Melinda
2 years ago, I didn’t really understand the allure of Apple products, but now I do! I think that this book does sound interesting, but I don’t think I will want to read it anytime soon. Maybe when I do decide to start my own business (and I do know that having a blog is a product that also needs to be “sold” :))
- The Book Wheel
  Haha! Well, you have your whole life to read it.
Rebecca @ Love at First Book
I know we have talked about this book. Do you think I’d like to read it?
- The Book Wheel
  Ummmmm. Yes and no. I could probably send you my notes and tell you all you NEED to know but it’s interesting to read about the examples and why they work. So I’ll let you decide.
Pamela D
This book sounds pretty interesting. I must admit that although I am not emotionally attached to Apple products, I have told people about products that seemed really cool (e.g., blenders that could destroy iPhones).

Smells like Google?

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