Contagious: Why Things Catch On

“There are three ways to do that: (1) find inner remarkability; (2) leverage game mechanics; and (3) make people feel like insiders.”
“One way to generate surprise is by breaking a pattern people have come to expect.”
“People don’t just care about how they are doing, they care about their performance in relation to others.”
“We need to design products and ideas that are frequently triggered by the environment and create new triggers by linking our products and ideas to prevalent cues in that environment. Top of mind leads to tip of tongue.”