Stepps Frame Work by Jonah Berger

1. video

1.1. Contagious: Why Things Catch On | Jonah Berger | Talks at Google

2. 4.Public

2.1. Built to show, built to grow. The more public something is, the more likely people will imitate it. Design products and initiatives that advertise themselves (e.g. red bottom shoes) and create some visible behavioural residue.

3. 5.Practical Value

3.1. News you can use. Useful things get shared. So highlight incredible value and expertise so that people can easily pass it on.

4. 6.Stories

4.1. Information travels under what seems like idle chatter. Stories are vessels – so build a Trojan Horse. Create a narrative or story that people want to tell which carries your idea along for the ride.

5. 1. Social Currency

5.1. People care about how they look to others. They want to seem smart, cool, and in-the-know. So be sure to find the inner-remarkability (e.g. Will it Blend?) and make people feel like insiders.

6. 2.Triggers

6.1. Top-of-mind means tip-of-tongue. So consider the context and grow your habitat so that people are frequently triggered to think about your product or idea. Rebecca Black’s ‘Friday’ music video is a great example of this.

7. 3.Emotion

7.1. When we care, we share. Emotional content often goes viral, so focus on feelings rather than function. And kindle the fire using high arousal emotions. Learn more about why emotional videos work better in our E for Emotions post.

8. Jonah Berger

8.1. Jonah Berger

8.2. Books

8.2.1. The Catalyst

8.2.2. Invisible Influence

8.2.3. Contagious