Contagious: Why Things Catch On (Summary)
Why would a company spend thousands of dollars on a brand-new iPhone, only to drop it into a blender and pulverize it into a fine gray dust? The answer isn't insanity; it's a masterclass in making a boring product—a blender—so remarkable that people can't help but talk about it. The 'Will It Blend?' video campaign made Blendtec famous, proving that even the most mundane products can become viral sensations if you know the right formula.
Make People Feel Like Insiders
This is the principle of Social Currency. People share things that make them look good, smart, or in-the-know. Creating scarcity and exclusivity makes people feel like they have special access, which they are eager to share.
The New York bar 'Please Don't Tell' is hidden behind a phone booth inside a hot dog stand. To get in, you have to dial a secret number. This manufactured secrecy makes customers feel they've discovered a hidden gem, giving them the ultimate social currency to boast about to their friends.
Top of Mind, Tip of Tongue
This is the principle of Triggers. The most contagious ideas are linked to common environmental cues that remind people of them at the right moment. If people are triggered to think about you, they'll talk about you.
Kit Kat's sales soared when its marketing linked the candy bar to coffee breaks. 'Coffee' became a frequent, daily trigger for thinking about Kit Kat. Similarly, the song 'Friday' by Rebecca Black gets a massive spike in online searches and plays every single Friday.
Make the Private Public
This is the principle of Public. People tend to imitate others, but they can only imitate what they can see. Making private choices and behaviors more observable encourages social proof and widespread adoption.
When Apple designed its laptops, it put the logo on the lid upside down from the user's perspective, but right-side up for everyone else in the coffee shop. This turned every user into a walking advertisement, making a private product choice a public signal.
Package Your Idea in a Story
This is the principle of Stories. People don't share facts; they share narratives. Creating a compelling story is like a 'Trojan Horse' for your idea, embedding your message in a package that people will want to pass along.
Subway's campaign featuring Jared Fogle wasn't about the low fat content of their sandwiches; it was the incredible story of a man who lost 245 pounds by eating their food. The story was simple, personal, and astonishing, and it carried the 'Subway is healthy' message with it effortlessly.
