Problem
People do not talk about things that add no value to their social image.
Action
Provide useful or surprising information that helps people look knowledgeable when they share it.
Outcome
More people talk about your idea with others.
Chapter: Social Currency
Problem
People forget ideas that rarely come to mind.
Action
Connect your idea to common situations, objects, or activities that people encounter often.
Outcome
People remember and discuss your idea more frequently.
Chapter: Triggers
Problem
People rarely share content that creates little emotional response.
Action
Create messages that produce strong emotions such as awe, excitement, surprise, or concern.
Outcome
People become more likely to pass the message to others.
Chapter: Emotion
Problem
People are less likely to copy actions they cannot see.
Action
Build visible signs that clearly show people using or supporting the idea.
Outcome
More people follow the behavior.
Chapter: Public
Problem
People often forget information when it stands alone.
Action
Place your key message inside a story that people naturally want to repeat.
Outcome
The message spreads as the story is shared.
Chapter: Stories