Description
Contagious: Why Things Catch On by Jonah Berger is a New York Times Bestseller that uncovers the science behind why certain products, ideas, and behaviours spread like wildfire while others fade into obscurity. Berger, a Wharton marketing professor praised by Daniel Gilbert (author of Stumbling on Happiness) as knowing more about what makes information go viral than anyone in the world, presents a research-backed framework that anyone can use to make their message stick.
At the heart of the book is Berger’s STEPPS framework — six key principles that drive things to become contagious: Social Currency (we share things that make us look good), Triggers (top-of-mind means tip-of-tongue), Emotion (when we care, we share), Public (built to show, built to grow), Practical Value (useful content gets passed along), and Stories (information travels under the guise of narrative). Each principle is illustrated with fascinating case studies and real-world examples that make the science immediately actionable.
This book is a game-changer for entrepreneurs, digital marketers, content creators, and business owners across Kenya and East Africa. Whether you’re trying to make a social media post go viral, grow word-of-mouth for your brand, launch a product with limited budget, or understand why some WhatsApp forwards spread across the country while others don’t, the principles in this book give you a repeatable playbook for driving organic reach and engagement.
A perfect companion to Hooked, Made to Stick, and Purple Cow.
Get your PDF copy instantly from Cliffmatt Books at just Ksh 100 — delivered via WhatsApp or email after M-Pesa payment.
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