Contagious

Have you ever wondered why some products or videos suddenly explode in popularity while others barely make a splash? It’s not just luck—there are powerful reasons behind why people talk about certain things and pass them along repeatedly.

This book takes a closer look at how simple word of mouth can often trump splashy ads or big marketing budgets. A personal recommendation from a friend can be far more persuasive than a paid promotion.

Expect to learn about the small cues that spark our memory, the emotional triggers that push us to share, and the social boosts we seek from revealing new information. It’s a set of guiding principles for anyone looking to spread ideas organically.

Throughout these pages, you’ll see how regular folks—teachers, parents, baristas, and entrepreneurs—contribute to the viral spread of everything from local restaurants to global health campaigns. The ultimate goal is to help you apply these insights in your own life.

Conversations are constantly happening—over coffee, at the office, on social media. While digital platforms allow us to see more chatter, most sharing still happens face-to-face. This day-to-day talk drives our decisions on everything from gadgets to health tips.

Unlike ads, word of mouth feels genuine and honest. No one wants to bore their friends with things that aren’t truly exciting or beneficial, so the items that get shared tend to carry higher credibility. People pass along what they find valuable, interesting, or entertaining.

It only takes a few enthusiastic voices to start a chain reaction. Because real conversation happens in small clusters, a heartfelt recommendation can spread over time and reach many people. Good or bad experiences can ignite mass attention.

When you understand this dynamic, you can create content and experiences that invite spontaneous mention. Even if you have limited resources, focusing on genuine delight and usefulness can spark big results.