Authors and thinkers
Author

Jonah Berger

12 key ideas across 2 books, each explained in our own words.

Contagious

  1. IDEA 1

    Social currency

    People share things that make them look good, smart or in the know. Make your idea a badge.

  2. IDEA 2

    Triggers

    Link your idea to cues people encounter often, so it stays top of mind.

  3. IDEA 3

    Emotion

    High-arousal emotions like awe, excitement or anger drive sharing. Calm content spreads less.

All 6 ideas from Contagious →

The Catalyst

  1. IDEA 1

    Reduce reactance

    People push back when pushed. Offer choices and ask questions so they persuade themselves.

  2. IDEA 2

    Ease endowment

    People cling to the status quo. Highlight the cost of doing nothing.

  3. IDEA 3

    Shrink distance

    Ask for changes close to current views. Big leaps trigger rejection.

All 6 ideas from The Catalyst →

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