Z (Desired Outcome. Must Achieve Objective. Non Negotiable Goal)

• Understand and leverage the underlying principles behind why things go viral, thereby creating content or products that people naturally want to talk about and share.

Y (Reasons Why The Z is Important. Why you believe that you can achieve the Z.)

• Word of mouth, both online and offline, is a powerful and cost-effective marketing tool. Products and ideas that get people talking can reach a broader audience without large advertising budgets.
• In our saturated digital age, standing out and being talked about is a significant advantage.
• Harnessing the factors that lead to virality can lead to higher sales, more influence, and broader brand recognition.

X (What to Avoid. Don’t Do This. What You Have to Give Up to Achieve Z that is Consistent with the Y)

• Avoid thinking that virality is just about being funny or shocking. True virality taps into deeper human motivations.
• Don’t rely solely on high advertising budgets without understanding the factors that make content shareable.
• Avoid being inauthentic or trying too hard; consumers can usually discern and are turned off by such tactics.

W (What, Who, Where, When, How. Action Plan)

• What: Tap into the six key STEPPS principles (Social Currency, Triggers, Emotion, Public, Practical Value, and Stories) to craft content or products that people will want to share.
• Who: Brands, marketers, content creators, and anyone wanting their ideas to spread.
• Where: In any market or platform where the goal is to have your product, idea, or content spread organically.
• When: When launching a new product, campaign, or content.
• How: By integrating the STEPPS principles into your marketing strategy and product design.
• Real-life examples: Berger discusses the virality of Blendtec’s “Will It Blend?” campaign (Emotion & Public), and how an unassuming Philadelphia restaurant named Barclay Prime made a $100 cheesesteak, gaining significant media coverage (Social Currency).

Key Takeaways & Strategies: “Contagious” demystifies the concept of virality, showcasing that it’s not random. By understanding and leveraging the underlying principles that drive people to share, one can create content or products that naturally spread, creating a significant advantage in today’s digital age.