Contagious by Jonah Berger

In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos. The book combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you've wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book 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, a politician running for office, or a health official trying to get the word out, this book will show you how to make your product or idea catch on.

If there's one word by which I'd have to describe the book Contagious, it would be passable. The content is good enough to have some practical value. The book can provide mild entertainment from the stories Jonah Berger tells. But whether the book can stand the test of time or offer insights you couldn't arrive at on your own is something to consider.

The book revolves around the concept of STEPPS - six principles that describe why ideas catch on and spread. Jonah Berger dissects each principle by providing examples from ads, marketing stories, and some dubious research. These examples are passable enough to support the principles, but I am not convinced they're the formula of success. The author says that "the best part of the STEPPS framework is that anyone can use it. It doesn't require a huge advertising budget, marketing genius or some sort of creativity gene". However, the book did not lift my sense of skepticism on that.

I question whether the book can stand the test of time. Having published the book in early 2010s, Jonah Berger built it around the realities of that time. While I believe the described principles are still valid, they probably require different contexts to fully reflect the world of 2023 and beyond. The viral aspect of an idea stems from the human psychology, which cannot radically change in a decade. However, word of mouth is increasingly moving to social networks and are distilled through algorithms. Mix it with the shortening attention spans thanks to platforms such as TikTok and being tethered to our phones and computers, and the simple framework of STEPPS becomes dated.

Contagious is a passable read both for practical value and entertainment to reinforce the thoughts that you already have about ideas that tend to go viral. Read the book if you must, but don't expect it to have a lasting effect.

A solid read, I really enjoyed this book and have learned a few powerful concepts about crafting contagious content, and no, alliteration wasn't one of them!