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Here is a condensed version of my notes for this book. I could not fit everything in here and I could not fit everything in the video. So if you read you may actually find some additional info here.

Comment below the next business book you would like me to do!

Contagious: Why Things Catch on
By: Jonah Berger
Minute 1: Word of Mouth
Word of mouth is everything. Everything that leads to major success is word of mouth. Most people that have a fast-growing business is due to the word of mouth. It is one thing to read a review and it is another thing to have a friend give you a referral to something. That is why people will make choices when their friends or others give them personal recommendations against all logic, reason, and reviews of a specific product, service, or business.

The 6 Principles
1: Social Currency
2: Triggers
3: Emotion
4: Public
5: Practical Value
6: Stories

These 6 steps are like a recipe. They are not all needed to make an idea catch on or become contagious, but it helps. Just as a salad does not need every ingredient to taste good neither does every idea need all 6 principles but the more you have the better it can become. Pick a few to tie into every idea to become successful.

Minute 3: Social Currency
People like to talk about and do things that make them look cool. Like going to a secret hideout that no one knows about. Or a special place that makes them look like they are on the up and up about great new places. Or even sharing someone's secret that they were not spos to share because someone told them to keep it a secret.

Minute 4: Triggers
Top of the mind Tip of the tongue. Getting things to association with each other is one of the most important things just like peanut butter and Jelly. Triggers and Cues get people to talk but Social currency keeps people talking.

Highlight: Getting people to make connections with your product or service with what they are doing will get them to choose you but being relevant will keep them talking about your product and service for days to come.

Minute 5: Emotion
Emotion is one of the strongest reasons we share things. It is what gives us the social connection to other people around us. To the degree, we feel something we will share it. However, not all emotion is made equal. People that are awe-struck are more likely to share things than if they are not. For example, if someone sees something or hears something like Susan Boyle from Britain’s got talent when she say “I dreamed a dream” by Les Misérables they are more likely to share this than people who are dying from starvation.

Minutes 6: Public
When things are seen in public things are done in public. Or might I say monkey see monkey do. When you can see or observe what other people are doing you will be more likely to copy them. This is an effect that happens on individuals called social proofing. If you see neighbors buy a new car or have a new car in the driveway do you think you are more likely to go buy a new car? The answer is yes because you can actually see what your neighbor has, and the impression is lasting. It is called social proofing. When you can what people are using and or doing you will start to follow suit.

Minute 6: Practical Value
News you can use. Is the line for this section. People put a huge weight on practical value and will only share things they end up finding useful to others. Such as a vacuum, a discount, or some time of new research finding.

I can tell you right now I experience this in my life every single day. I remember when I was in school, both in high school and college where I would ask myself the question “How is this practical in my life?”. For whatever reason I can never get myself to read a fiction book. I see Zero value in reading a book that has no practical information.

Minute 7: Stories
People connect with stories and not just any story but a story that has details that catch people's attention.
We are all creatures of habit and the more we like the story the more we will share it. However, there is a difference between a story and facts. Telling people the Subway has 7 different subs with less then 6 grams of fat is not a story that is a fact. Telling people that Jared of Subway lost 245 pounds in 12 months from eating 2 subs a day is a story and will catch peoples attention. The more we tell stories the more we have people’s attention and the greater desire people have to listen all the way to the end.

Conclusion
So when trying to spread an idea make sure it has social currency, causes triggers within people, has emotional ties, it can be seen by the public, and holds practical value in sharing. And don’t forget to hide the real message within side of all it.

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