Why Things Catch On
Jonah Berger
Some products, ideas, services, and behaviours catch on and become popular while others falter. Why do some things get more word of mouth than others, and how, by understanding that science, can we make our own stuff more successful?
Contagious reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become popular. From consumer products and policy initiatives to B2B services and ideas and initiatives within organisations. If you’ve ever wondered why certain ideas get shared, brands get more word of mouth, or videos go viral, this book explains why. It provides a set of specific, actionable techniques for helping information spread, for designing messages, advertisements, and information that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, or a health official trying to get the word out, this book will show you how to make anything more contagious.
Review
As a consultant focused on helping clients grow their brands, Contagious by Jonah Berger has been incredibly useful. It breaks down why some ideas, products, or campaigns go viral while others fade, offering practical frameworks like STEPPS (Social Currency, Triggers, Emotion, Public, Practical Value, Stories).
What I found most valuable is how Berger connects human psychology with marketing strategy in a way that’s easy to apply. I’ve already used his principles to help clients craft more shareable content and strengthen word-of-mouth marketing. The book is filled with real-world examples that make the theory stick. If you’re trying to understand what makes something catch on, or want to build more organic buzz for a brand, this book is a smart, actionable read.
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