SlideShare a Scribd company logo
Which is tastier?
How tasty is the way we
communicate?
How can we make our
communications tastier?
Get our products, services, and
ideas to catch on?
Effectively reach current and
potential customers?
Prof. Jonah Berger
Jonahberger.com
@j1berger
“Word of mouth generates more than
twice the sales of advertising”
--McKinsey & Company
Jonahberger.com@j1berger
Jonahberger.com@j1berger
Six key
STEPPS
Social Currency
Triggers
Emotion
Public
Practical Value
Stories
Jonahberger.com@j1berger
Social Currency
Jonahberger.com@j1berger
Choices communicate information
Jonahberger.com@j1berger
(1) How can we make people feel
like insiders? Smart, special, and in-
the-know?
Jonahberger.com@j1berger
(2) Find the Inner Remarkability
Surprising, novel, or interesting
Jonahberger.com@j1berger
Triggers
Jonahberger.com@j1berger
Triggers
Top-of-mind means tip-of-tongue
Jonahberger.com@j1berger
Jonahberger.com@j1berger
Peanut butter and ___________
Rum and ________
“weekends are made for Michelob”
Jonahberger.com@j1berger
Jonahberger.com@j1berger
4 Key Questions
Who do we want to be triggered?
When do we want them to think of us?
What is around them at that time?
How can we link to that thing?
Live the healthy way, eat 5 fruits and
veggies a day
Each and every dining hall tray,
needs 5 fruits and veggies a day
How can you make the problem you
solve your trigger?
Jonahberger.com@j1berger
Emotion
When we care, we share
Jonahberger.com@j1berger
Public
Built to show, built to grow
Jonahberger.com@j1berger
Practical Value
News you can use
Jonahberger.com@j1berger
Rule of 100
$5 off$20
$2000 $500 off 25% off
25% off
Stories
Jonahberger.com@j1berger
Maui Jim has great
customer service
Jonahberger.com@j1berger
Trojan Horse Story
Kernel
(Brand or Key Attribute)
Engaging Story
Panda cheese
Jonahberger.com@j1berger
Six key STEPPS
to word of
mouth
Social Currency
Triggered
Emotion
Public
Practical Value
Stories
Jonahberger.com@j1berger
Two Key Next Steps
1) Find Your Kernel
2) Apply the STEPPS
Free Crafting Contagious Guide
Jonahberger.com/resources
Thank you.
Jonahberger.com
@j1berger
jberger@wharton.upenn.edu
Extra
-20% 0% 20% 40%
Emotionality
Sadness
Anger
Anxiety
Chance of Going Viral
Do All Emotions Increase Sharing?
Not Just Emotion, Arousal
NegativePositive
Anger
Anxiety
Surprise
SadnessContentment
Excitement
Humor
Inspiration
Surprise
Activating
Deactivating

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