The document outlines principles for creating social sharing that drives cultural contagion. It discusses key factors ("motifs") that contribute to phenomena catching on widely, including developing high-quality content centered around an idea, establishing credibility through trusted messengers, enabling customization so the idea can be expressed in many ways, exploiting incentives across different platforms/partners, and creating a sense of ubiquity. An example campaign for State Farm is described that successfully utilized these principles. The document emphasizes that content alone is not enough and questions can spark more conversation than answers. It positions these factors as a "contagion cookbook" that can be adapted flexibly when applied to drive social sharing.