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Jonah Berger

Marketing Professor, Wharton School at the University of Pennsylvania. Author, Contagious: Why Things Catch On.

Believes there are six things that make ideas or products spread through word of mouth including Social Currency, Triggers, Emotion, Public, Practical Value, and Stories.

Thinks positive things are more likely to be shared than negative ones.

“Virality isn’t born, it’s made.”

Thinks “influencers” are no more likely to get something to catch on than a randomly selected group of people.

Believes setbacks are just setbacks and they’re not the end of the story.

“We share things that make us look good.”

Thinks the only way to stop a bad thing from spreading about you online is to fix the problem.

Believes companies spent way too much money on advertising and they’d be better off figuring out how to get existing customers to share more with others.

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