1. Ten Facts about "Contagious: Why Things Catch On"
    1. 1. Written by Jonah Berger in 2013
    2. 2. The author is a marketing professor at the University of Pennsylvania’s Wharton School
    3. 3. The book is based on research conducted by the author
    4. 4. Has been recommended by numerous prominent figures, such as Bill Gates and Richard Branson
    5. 5. The book received positive reviews from critics and readers
    6. 6. Discusses why certain products, ideas, or behaviors become popular
    7. 7. Six principles discussed in the book: social currency, triggers, emotion, public, practical value, and stories
    8. 8. Provides real-world examples to illustrate the principles
    9. 9. The principles can be applied to online marketing and social media
    10. 10. The book provides actionable advice on how to make things catch on
  2. Principles of Contagiousness
    1. Social Currency
      1. Definition
        1. Understanding how people use products and ideas to define themselves
      2. Insight
        1. Use of exclusive information or experiences to create a sense of social status
    2. Triggers
      1. Definition
        1. How to encourage people to think about your product or idea more often
      2. Insight
        1. Creating triggers that are closely tied to the brand
      3. Case
        1. Mars associates itself with NASA's mission to Mars
        2. Kit Kat is associated with coffee
    3. Emotion
      1. Definition
        1. How to create an emotional connection between people and a product or idea
      2. Insight
        1. More emotional content is more likely to be shared
    4. Public
      1. Definition
        1. Making things more observable will make them more likely to catch on
      2. Insight
        1. Visibility is key to creating social influence
      3. Case
        1. The design of the Apple icon
        2. McDonald's paper bag
    5. Practical Value
      1. Definition
        1. People share things that are useful
      2. Insight
        1. Providing practical value will increase the likelihood of people sharing it
    6. Stories
      1. Definition
        1. Creating a narrative around a product or idea will make it more memorable
      2. Insight
        1. A good story is more likely to be talked about and shared
      3. Difficulty
        1. How to integrate products and ideas and tell the story of the product?
    7. Advocates should build a Trojan horse with six principles.
  3. How to Apply the Principles
    1. Creating Triggers
      1. Using Holidays and Seasons
        1. Associating products or ideas with holidays or seasons can create powerful triggers
        2. Examples include Coca-Cola's Christmas ads and pumpkin spice lattes in the fall
    2. Emotions in Marketing
      1. Using Positive Emotional Appeals
        1. Creating positive emotional connections with a brand can increase customer loyalty
        2. Ads that create laughter, happiness, or joy can be effective
    3. Public Observability
      1. Creating a High-Publicity Event
        1. Hosting high-publicity events, such as product launches or charity fundraisers, can increase visibility for a brand or idea
        2. Examples include Apple product reveals and the Ice Bucket Challenge
    4. Stories in Marketing
      1. Creating a Personal Connection
        1. Sharing a personal story about a brand or idea can make it more relatable
        2. Personal connections increase the likelihood of sharing and discussion