Contagious: Why Things Catch On by Jonah Berger

Contagious Book Cover Contagious
Jonah Berger
Business & Economics
Simon and Schuster
Tue Mar 05 2013

Review: This is a fascinating read about what makes ideas contagious. Backed by research, the author uses contemporary examples (Will it Blend? on YouTube; the song Friday by Rebecca Black; and United Breaks Guitars) to demonstrate why these videos caught on. He breaks down the reasons into six key STEPPS (Social Currency, Triggers, Emotion, Public, Practical Value, and Stories.) While it’s easy to see how these concepts could be applied to products and services, they can also be used for your own ideas in the workplace. If you’re interested in getting traction for your ideas, read this book.

Amanda Mitchell is an executive coach and strategist specializing in helping senior executives deal with disruptive drama within their teams. An advertising agency veteran, she experienced first-hand the business implications of corporate drama both with her Fortune 500 clients and within the Manhattan ad agency she led. She founded Our Corporate Life ( to help executives solve the problems no one wants to deal with. She has been published in Bloomberg Businessweek, and quoted in Fast Company,, and She lives in New Jersey with her family.

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