choices signal identity.

Using scarcity and exclusivity early on and then relaxing the restrictions later is a particularly good way to build demand.

SYSTEMATICALLY ANALYZING THE MOST E-MAILED LIST

The key, then, is to not only make something viral, but also make it valuable to the sponsoring company or organization. Not just virality but valuable virality.

MINTING A NEW TYPE OF CURRENCY

people don’t think in terms of information. They think in terms of narratives.

MAKING VIRALITY VALUABLE

MAKING VIRALITY VALUABLE

STUDYING SOCIAL INFLUENCE