Key Takeaways
- Understand the six key principles of contagious ideas (STEPPS): social currency, triggers, emotion, public, practical value, and stories.
- Use these principles to create ideas that are more likely to be shared and adopted by others.
- In addition to STEPPS, consider factors such as credibility, novelty, and emotional resonance to increase the contagiousness of your ideas.
Have you ever wondered why some ideas catch on like wildfire, while others seem to fall flat? The answer lies in the science of contagious ideas, a field that has been studied extensively by Jonah Berger, a Wharton professor and author of the book “Contagious: Why Things Catch On.” According to Berger, there are six key principles that make ideas contagious: social currency, triggers, emotion, public, practical value, and stories. By understanding these principles, we can create ideas that are more likely to be shared and adopted by others.
Social Currency
Social currency refers to the idea that people are more likely to share information that makes them look good to others. This could include sharing articles about their accomplishments, their knowledge, or their experiences. When we share information that makes us look good, we are essentially increasing our social status. For example, a study by the University of California, Berkeley found that people were more likely to share articles about their own accomplishments on Facebook than they were to share articles about their friends’ accomplishments.
Triggers
Triggers are cues that remind people of a particular idea. These cues can be anything from a smell to a sound to a sight. For example, the smell of pumpkin pie may trigger memories of Thanksgiving, while the sound of a doorbell may trigger memories of a party. When we are exposed to a trigger, we are more likely to think about the associated idea and to share it with others. For example, a study by the University of Michigan found that people were more likely to share articles about their favorite TV shows when they were watching those shows.
Emotion
Emotion is a powerful motivator, and it can play a major role in whether or not an idea is shared. When we are emotionally engaged with an idea, we are more likely to want to share it with others. This is because emotions are contagious, and we tend to share ideas that make us feel good with others who we think will feel the same way. For example, a study by the University of California, Los Angeles found that people were more likely to share articles that evoked positive emotions, such as happiness or surprise, than they were to share articles that evoked negative emotions, such as sadness or anger.
Public
Public refers to the idea that people are more likely to share information that is visible to others. This is because we are social creatures, and we want to be seen as being in the know. When we share information that is public, we are essentially broadcasting our knowledge and expertise to the world. For example, a study by the Massachusetts Institute of Technology found that people were more likely to share articles on Facebook when they were visible to their friends.
Practical Value
Practical value refers to the idea that people are more likely to share information that is useful to them. This could include sharing tips, advice, or resources. When we share information that is practical, we are essentially helping others to improve their lives. For example, a study by the University of Pennsylvania found that people were more likely to share articles about how to save money than they were to share articles about current events.
Stories
Stories are a powerful way to communicate information, and they can be very effective in spreading ideas. This is because stories are engaging, memorable, and easy to share. When we tell stories, we are essentially creating a connection with our audience. For example, a study by the University of California, Berkeley found that people were more likely to remember and share stories than they were to remember and share facts.
Bonus: In addition to the six STEPPS principles, there are a few other factors that can contribute to the contagiousness of an idea. These factors include the credibility of the source, the novelty of the idea, and the emotional resonance of the idea. When all of these factors come together, an idea is more likely to be shared and adopted by others.
Conclusion: By understanding the science of contagious ideas, we can create ideas that are more likely to be shared and adopted by others. This can be a valuable tool for marketers, communicators, and anyone else who wants to spread their ideas to a wider audience.
Frequently Asked Questions:
What are the six STEPPS principles?
The six STEPPS principles are social currency, triggers, emotion, public, practical value, and stories.
How can I use the STEPPS principles to create more contagious ideas?
To use the STEPPS principles to create more contagious ideas, focus on creating ideas that are socially relevant, trigger sharing, evoke emotions, increase visibility, provide practical value, and incorporate stories.
What are some examples of contagious ideas?
Some examples of contagious ideas include kale, podcasts, and yoga pants.
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