Contagious: Why Things Catch On

by Jonah Berger

Stories solve this problem. They provide a quick and easy way for people to acquire lots of knowledge in a vivid and engaging fashion.

When trying to generate word of mouth, many people forget one important detail. They focus so much on getting people to talk that they ignore the part that really matters: what people are talking about.

If you want to craft contagious content, try to build your own Trojan Horse. But make sure you think about valuable virality. Make sure the information you want people to remember and transmit is critical to the narrative.