38 Quotes by Jonah Berger

Social Currency We share things that make us look good Triggers Top of mind, tip of tongue Emotion When we care, we share Public Built to show, built to grow Practical Value News you can use Stories Information travels under the guise of idle chatter.

Yet science articles, like Denise Grady’s piece about the cough, made the Most E-Mailed list more than politics, fashion, or business news. Why? It turns out that science articles frequently chronicle innovations and discoveries that evoke a particular emotion in readers. That emotion? Awe.

Physiological arousal or activation drives people to talk and share. We need to get people excited or make them laugh. We need to make them angry rather than sad.

Behavioral residue is the physical traces or remnants that most actions or behaviors leave in their wake.

Why does it matter if particular thoughts or ideas are top of mind? Because accessible thoughts and ideas lead to action.

We need to design products and ideas that are frequently triggered by the environment and create new triggers by linking our products and ideas to prevalent cues in that environment. Top of mind leads to tip of tongue.

People don’t need to be paid to be motivated.

Why do some products, ideas, and behaviors succeed when others fail?

Nobody talks about boring companies, boring products, or boring ads,” argues one prominent word-of-mouth advocate.