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Contagious-Why Things Catch On by Jonah Berger

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The 'Contagious: Why Things Catch On' mind map by Jonah Berger breaks down the six key principles—Social Currency, Triggers, Emotion, Public, Practical Value, and Stories—that drive ideas and products to become popular. Based on Berger's 2013 book and his research as a marketing professor at Wharton, this template includes 10 facts about the book and practical application branches like 'Creating Triggers' and 'Emotions in Marketing'. It serves as a cheat sheet for marketers, entrepreneurs, and communicators seeking to craft contagious content. The map organizes the principles with real-world examples and actionable advice, making it a concise reference for applying the STEPPS framework to campaigns and messaging.

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Когда использовать этот шаблон

Marketing managers and brand strategists

Launching a new product or campaign and need to maximize word-of-mouth

Content creators and social media managers

Reviewing a content strategy to improve shareability on social media

Educators and trainers in marketing or business

Teaching a class or workshop on viral marketing and consumer behavior

Как использовать этот шаблон

Шаг 1

Launch and Explore the Core Structure

Open the template in Xmind to review the three main branches covering the ten facts, core principles, and practical applications.

Шаг 2

Analyze Principles and Specific Examples

Click on individual nodes like Social Currency or Triggers to examine the detailed descriptions and real-world marketing examples provided.

Шаг 3

Personalize Strategy and Export Results

Customize the application branches with your own marketing ideas before exporting the final map as an image or PDF for your team.

Часто задаваемые вопросы

The six principles are Social Currency, Triggers, Emotion, Public, Practical Value, and Stories (STEPPS). They explain why certain products, ideas, or behaviors become popular.

This template helps you apply the STEPPS framework to your campaigns. Use the 'How to Apply the Principles' branch to create triggers, evoke emotions, make ideas public, and craft compelling stories.

Yes, the template is free to use and fully editable in Xmind. You can customize the nodes, add your own examples, and adapt the principles to your specific context.

The 'Public' principle states that people tend to imitate others when they can observe their behavior. Making products or ideas more observable increases their likelihood of being adopted.

High-arousal emotions (like awe, excitement, or anger) increase sharing, while low-arousal emotions (like sadness) decrease it. The template helps you identify which emotions to evoke in your marketing.

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