Implementing the STEPPS framework can help make ideas contagious from "summary" of Contagious: by Jonah Berger | Summary & Analysis by Elite Summaries
The STEPPS framework is a tool that can help ideas become contagious. By following the principles of Social Currency, Triggers, Emotion, Public, Practical Value, and Stories, individuals can craft messages that are more likely to spread. Social Currency is the idea that people share things that make them look good. By understanding what makes people feel special or unique, one can tailor their message to cater to these desires. This can lead to increased sharing and engagement with the idea. Triggers are stimuli that prompt people to think about a particular idea or product. By creating triggers that are closely tied to the idea being promoted, individuals can increase the likelihood of the idea spreading. For example, the color red can be a trigger for the fast-food chain McDonald's. Emotion plays a key role in making ideas contagious. Messages that evoke strong emotions are more likely to be shared. By tapping into emotions such as awe, excitement, or anger, individuals can create messages that resonate with their audience on a deeper level. Public visibility is another important factor in making ideas contagious. When people see others engaging with an idea, they are more likely to do the same. By making ideas more public and visible, individuals can increase their chances of the idea spreading. Practical value is the concept that people share things that are useful or practical. By highlighting the practical value of an idea, individuals can make it more appealing and shareable. This can lead to increased word-of-mouth promotion and engagement with the idea. Stories are powerful tools for making ideas contagious. By framing messages in the form of stories, individuals can create a connection with their audience and make the idea more memorable. Stories are more likely to be shared and spread, leading to increased visibility and engagement with the idea.
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