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A BRIEF NOTE ON MOTIVATION

Jonah Berger • Contagious: Why Things Catch On

Catalyst

“Find one person who trusts you and sell him a copy. Does he love it? Is he excited about it? Excited enough to tell ten friends because it helps them, not because it helps you? Tribes grow when people recruit other people. That’s how ideas spread as well. They don’t do it for you, of course. They do it for each other.”

Ryan Holiday • Perennial Seller: The Art of Making and Marketing Work that Lasts

Virality: Over 50% of your new customer acquisition today is through word-of-mouth, customers are naturally telling their friends and family about your product, and you’ve run a handful of successful experiments that increase this behavior.

Dan Hockenmaier • Drive Growth by Picking the Right Lane — A Customer Acquisition Playbook for Consumer Startups

MAKING VIRALITY VALUABLE

Jonah Berger • Contagious: Why Things Catch On

KINDLING THE FIRE WITH HIGH-AROUSAL EMOTIONS

Jonah Berger • Contagious: Why Things Catch On

But the key word here is “seeing.” If it’s hard to see what others are doing, it’s hard to imitate it. Making something more observable makes it easier to imitate. Thus a key factor in driving products to catch on is public visibility. If something is built to show, it’s built to grow.