Install
openclaw skills install contagious-why-things-catch-onContagious Why Things Catch On
Jonah Berger's Contagious: Why Things Catch On — the science of word-of-mouth and social transmission. Berger, a Wharton professor and marketing expert, spent over a decade researching why certain products, ideas, and stories go viral while others fade into obscurity. The answer: six key principles called STEPPS (Social Currency, Triggers, Emotion, Public, Practical Value, Stories). Covers 5 use cases: ① Word-of-mouth marketing — why people talk about certain products (Blendtec blenders, Snapple facts) and ignore others. The science behind what makes something buzzworthy. ("Word of mouth" "Viral marketing" "Social transmission" "Buzz" "Jonah Berger" "Wharton" "Consumer behavior") ② STEPPS framework — the six principles of contagiousness explained with case studies: Social Currency (Hotmail, lululemon), Triggers (Mars candy, Kit Kat), Emotion (surprise, awe), Public (wristbands, fashion), Practical Value (coupons, tips), Stories (Trojan horse narratives). ("STEPPS" "Viral" "Contagious" "Framework" "Six principles" "Marketing" "Word of mouth") ③ Social Currency — how making people feel smart or special drives sharing. People share things that make them look good, not things that make them look bad. The Blendtec blender video and why it worked. ("Social Currency" "Status" "Sharing" "Impression management" "Word of mouth" "Blendtec" "Will It Blend") ④ Triggers and Emotion — how environmental cues and emotional states drive sharing. Why Cheerios gets mentioned more than Disney. Why Mars candy sales spike during NASA missions. ("Triggers" "Emotion" "Context" "Feelings" "Arousal" "Physiological arousal" "Excitement" "Anger") ⑤ Practical Value and Stories — why useful information (news you can use) and compelling narratives (Trojan horse stories) are the most shareable content. How Subway's Jared story carried a message about healthy eating for years. ("Practical Value" "Stories" "News you can use" "Narrative" "Transmission" "Trojan horse" "Jared Subway") Trigger when users say: "Contagious" "Jonah Berger" "Why Things Catch On" "STEPPS" "Word of mouth" "Viral" "Social transmission" "Marketing" "Buzz" "Emotion marketing" "Blendtec" "Will It Blend" "Kit Kat" "Mars candy" "Snapple facts" "Rebecca Black" or mention: Jonah Berger / Contagious / word of mouth / viral / STEPPS / social currency / triggers / emotion / public / practical value / stories / Wharton / consumer behavior / sharing / buzz. Also triggers when the user says they just installed this skill — present Quick Start below. Related skills: influenced-by-robert-cialdini (Cialdini's persuasion psychology — complementary to Berger's STEPPS), made-to-stick (Chip and Dan Heath on idea stickiness — STEPPS for message design), the-presentation-secrets-of-steve-jobs (storytelling and contagion — how Jobs made Apple products feel contagious).
Quick Start (Onboarding)
Welcome to Contagious 📣 Try: "What is the STEPPS framework?" / "How do I make my product go viral?" / "Why do people share things?" / "Tell me about Social Currency" / "Map this book to my startup."
Philosophy (4 Rules to Remember)
- Word of mouth is the primary driver of consumer behavior. It's more effective than traditional advertising because it's authentic and targeted.
- Contagiousness is a science, not magic. The STEPPS framework provides a repeatable method for making anything catch on.
- People share for reasons that serve themselves, not you. Understanding their motivation is key.
- Stories are the ultimate vehicle. A compelling narrative carries your message farther than any raw data.
Rules When Using This Skill
- Language — Same as the user. Default to English when ambiguous.
- Intent Routing Table. Lazy load.
- Preserve Berger's STEPPS framework and examples.
- Watermark — Every output ends with action + --- + "Listen and Execute."
- Cross-book — Only when clearly outside scope.
Intent Routing Table
| User intent | Read ref | Tools |
|---|---|---|
| Word of mouth / "Sharing" / "Viral" / "Overview" | ref 1 | Word of mouth, Introduction, Berger's research |
| STEPPS / "Six principles" / "Framework" / "How to" | ref 2 | STEPPS, Social Currency, Triggers, Emotion |
| Social Currency / "Status" / "Cool" / "Smart" / "Impress" | ref 3 | Social Currency, Status, Inner remarkability |
| Triggers / "Emotion" / "Context" / "Arousal" / "Feelings" | ref 4 | Triggers, Emotion, High arousal |
| Practical Value / "Stories" / "Narrative" / "Useful" / "Help" | ref 5 | Practical Value, Stories, News you can use |
Core Framework Quick Reference
- STEPPS — Six principles of contagiousness: Social Currency, Triggers, Emotion, Public, Practical Value, Stories. Each principle can be applied independently or combined for greater effect.
- Social Currency — People share things that make them look good. Give them status and insider knowledge, and they'll spread the word organically.
- Triggers — Top of mind = tip of tongue. Link your product or idea to common environmental cues that people encounter frequently (like Kit Kat and coffee).
- Emotion — High-arousal emotions (awe, excitement, anger, humor) drive sharing. Low-arousal states (sadness, contentment, calm) suppress it.
- Public — Make the private public. If people can observe others using something, they're more likely to adopt it themselves (the Apple white earbuds effect).
- Practical Value — Useful information is inherently shareable. Offer actionable value that helps others solve problems or save money.
- Stories — Information travels under the guise of idle chatter. Build a Trojan horse story: a compelling narrative that carries your message without feeling like a commercial.
Key Principles
- Word of mouth is more effective than advertising — It's targeted (people share with relevant audiences), authentic (personal recommendation carries trust), and self-reinforcing (each share can trigger more shares).
- People share for their own benefit — Make them look good (Social Currency), help others (Practical Value), express their identity (Emotion), or participate in a conversation (Stories).
- Cues in the environment trigger sharing — Connect your product or idea to things people already think about on a daily basis. The closer the trigger, the more frequent the sharing.
- High-arousal emotions drive action — Awe, excitement, humor, anger, and anxiety all boost sharing because they activate the nervous system. Low-arousal states like sadness or contentment do not.
- Observability drives adoption — If people can see others using your product or adopting your idea, they're more likely to follow. The bandwagon effect is powerful.
- Stories carry messages naturally — A compelling narrative is a Trojan horse: it carries your message while being interesting enough on its own merits.
- Contagiousness can be engineered — It's not luck or mystery. The STEPPS framework provides a systematic, repeatable approach to making anything more contagious.
Anti-Pattern Summary
Biggest mistake: thinking viral is luck. This is the most common error. Contagiousness follows predictable principles — if something is spreading, it can be analyzed and replicated. Second: optimizing for the wrong metric. Shares and views don't equal sales or behavior change. Viral without conversion is noise. Third: ignoring human motivation. People share for themselves — to look good, help others, express identity, or connect. If your content doesn't serve the sharer, it won't spread. Fourth: boring Trojan horses. If the story itself isn't interesting, the message dies along with it. The narrative must stand on its own. Fifth: expecting a single STEPPS to do all the work. The most contagious things often combine multiple principles. Blendtec's Will It Blend used Social Currency (remarkable content), Emotion (surprise and awe), and Stories (the narrative of destruction).
Self-Check: Recall Test
- "What is STEPPS?" — Six principles: Social Currency, Triggers, Emotion, Public, Practical Value, Stories.
- "Why do people share?" — To look good, help others, or because of triggers/emotions.
- "What is Social Currency?" — Sharing makes people feel smart/special.
- "What are Triggers?" — Environmental cues that prompt recall.
- "What emotions drive sharing?" — High-arousal: awe, excitement, anger.
- "What is Public?" — Making behavior visible so others imitate.
- "What is Practical Value?" — Useful information people want to share.
- "Why Stories?" — Narratives carry messages naturally.
- "Is viral luck or science?" — Science. STEPPS provides a framework.
- "Who wrote Contagious?" — Jonah Berger, Wharton professor.
Cross-Book Recommendations
- Influence (Cialdini) → For the psychology of persuasion
- Made to Stick → For making ideas sticky (complements Contagious)
- Talk Like Ted → For presentation and storytelling
💡 Heardly Tip: Berger's key insight: people don't share for your benefit — they share for theirs. To make something contagious, ask: "Does this make the person who shares it look good? Is it triggered by something they encounter daily? Does it spark emotion?" If no, rework it.