MindsetProdigy

Highly recommended

Contagious

Why Things Catch On

by Jonah Berger

A marketing professor explains six principles that make ideas, products and messages spread.

  • Published 2013
  • Easy read
  • Science and research
  • 1 min analysis
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Introduction

Jonah Berger, a marketing professor at the Wharton School, published Contagious in 2013. Drawing on research, he explains why some products and ideas get talked about while others don't.

He identifies six principles, summed up as STEPPS.

Who should read this book?

Marketers, entrepreneurs, creators and anyone who wants ideas to spread.

Helps with: Communicate and persuade, Start something of my own

The central message

Things catch on when they offer social currency, triggers, emotion, public visibility, practical value and stories.

Key ideas and concepts

  1. Social currency

    People share things that make them look good.

  2. Triggers

    Everyday cues remind people of ideas.

  3. Emotion

    High-arousal emotions drive sharing.

  4. Public

    Visible things are imitated.

  5. Practical value and stories

    Useful information and stories spread.

Deeper analysis

Contagious is research-based, readable and immediately applicable. The STEPPS framework is a useful checklist for any message.

The framework can't guarantee virality, and some examples are dated. Applying it requires creativity. It's one of the best books on word of mouth.

Practical applications

  • Run your message through the STEPPS checklist.
  • Find a trigger linked to your product.
  • Add emotion to your story.
  • Make something visible.
  • Share practical value.

Your 7-day action plan

  1. Day 1

    Learn STEPPS.

  2. Day 2

    Assess your message.

  3. Day 3

    Find a trigger.

  4. Day 4

    Add emotion.

  5. Day 5

    Make it visible.

  6. Day 6

    Create useful content.

  7. Day 7

    Reflect.

Outcomes to expect

What readers who apply this book can realistically take away from it:

  • More shareable ideas
  • Clear framework
  • Better marketing
  • Word of mouth

Strengths and limitations

Strengths

  • Research-based
  • Clear framework
  • Readable
  • Practical

Limitations

  • No guarantee of virality
  • Dated examples
  • Requires creativity

Reflection questions

  1. What makes people share your idea?
  2. What triggers remind them?
  3. What emotion does it create?
  4. Is it visible?

About the author

Jonah Berger

Wharton marketing professor; author of Contagious.

Full profile and books

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Book details (title, author, year) are factual. Everything under the headings above is MindsetProdigy's own editorial analysis and interpretation, written to help you decide whether to read the book and how to apply it. It is not a substitute for reading the book itself. Last updated October 1, 2026.