contagious

What this skill does

# Word-of-Mouth & Virality Framework

A framework for engineering word-of-mouth and making products, ideas, and content contagious. Based on Jonah Berger's research into why certain things catch on while others languish in obscurity — and how to systematically tip the odds in your favor.

## Core Principle

**Virality is not born — it is engineered.** Products don't go viral by luck or by simply being great. They spread because they were designed — consciously or unconsciously — to be shared.

**The foundation:** Contrary to popular belief, only 7% of word-of-mouth happens online. The remaining 93% happens offline, in everyday conversations. This means virality isn't just about social media — it's about understanding the psychology of why people talk about and share certain things. Sharing follows predictable psychological patterns, and these patterns can be engineered into any product, idea, or piece of content using the STEPPS framework.

## Scoring

**Goal: 10/10.** When reviewing or creating products, campaigns, content, or features for shareability, rate 0-10 based on adherence to the STEPPS principles below. A 10/10 means the offering activates all six STEPPS drivers; lower scores indicate untapped viral potential. Always provide the current score and specific improvements needed to reach 10/10.

## STEPPS Overview

Six principles that make things contagious:

```
S - Social Currency     → Does sharing it make people look good?
T - Triggers            → Is there an environmental cue that reminds people of it?
E - Emotion             → Does it evoke high-arousal feelings?
P - Public              → Is it visible when people use or consume it?
P - Practical Value     → Is it genuinely useful information people want to pass along?
S - Stories             → Is it wrapped in a narrative people want to tell?
```

**Not a checklist — a multiplier.** Each principle independently increases the likelihood of sharing. The most contagious ideas activate multiple STEPPS simultaneously. But even activating one or two well can dramatically increase word-of-mouth.

| Principle | Core Question | Sharing Driver |
|-----------|--------------|----------------|
| **Social Currency** | Does it make people look good to share? | Self-enhancement |
| **Triggers** | What in the environment reminds people of it? | Top-of-mind accessibility |
| **Emotion** | Does it fire up high-arousal feelings? | Physiological arousal |
| **Public** | Can others see people using/engaging with it? | Observational learning |
| **Practical Value** | Is it useful enough to pass along? | Altruism and helpfulness |
| **Stories** | Is the brand embedded in a narrative? | Entertainment and identity |

## The STEPPS Framework

### 1. Social Currency

**Core concept:** People share things that make them look good — smart, cool, in-the-know. If your product or idea makes people feel like insiders, they'll spread it to boost their own image.

**Why it works:** We use brands and information as social signals. Sharing remarkable facts, exclusive access, or high-status products is a form of self-enhancement. People don't just share what they think — they share what makes them look good for thinking it.

**Key insights:**

- **Remarkability** — things that are surprising, novel, or extreme get shared because they make the sharer seem interesting. "Did you know...?" is one of the most powerful sharing triggers
- **Game mechanics** — leaderboards, badges, status tiers, and achievement systems create visible markers of accomplishment that people want to display and talk about
- **Exclusivity and scarcity** — secret menus, invite-only access, members-only content — making people feel like insiders gives them social currency when they share "insider knowledge" with their circle
- **Inner remarkability** — even mundane products can find their remarkable angle. The key is framing, not the product itself

**Product applications:**

| Context | Application | Example |
|---------|------------|---------|
| SaaS onboarding | Achievement milestones users can share | "I just hit 1,000 tasks completed on Todoist" |
| E-commerce | Exclusive early access for loyal customers | Amazon Prime early deals |
| Content platform | Insider statistics or year-in-review | Spotify Wrapped |
| B2B product | Industry benchmarking data users want to cite | HubSpot State of Marketing report |
| Mobile app | Shareable accomplishment cards | Duolingo streak badges |
| Community | Tiered status with visible badges | Stack Overflow reputation system |

**Copy patterns:**

- "Most people don't know that..."
- "You're one of the first to try..."
- "Only available to [exclusive group]..."
- "Here's what [X] insiders know..."
- "You've unlocked [achievement]..."
- "Share your [impressive metric]..."

**Ethical boundary:** Social currency should make people genuinely feel good, not manipulate through false scarcity or manufactured exclusivity that breeds toxicity. Create real insider value, not artificial gatekeeping.

See: [references/social-currency.md](references/social-currency.md) for remarkability exercises and game mechanics design.

### 2. Triggers

**Core concept:** Top-of-mind means tip-of-tongue. Environmental cues — sights, sounds, smells, times of day, routines — can trigger people to think about and talk about your product. The more frequently people encounter your trigger, the more they'll talk about you.

**Why it works:** Most word-of-mouth is not driven by excitement about the product itself but by whatever happens to be top-of-mind at the moment of conversation. If your product is linked to a frequent environmental cue, it gets mentioned more often — not because it's more exciting, but because it's more accessible in memory.

**Key insights:**

- **Frequency beats strength** — a trigger encountered daily (like coffee) is more valuable than a powerful but rare trigger (like a holiday). Kit Kat linked itself to coffee breaks, which happen multiple times per day
- **Habitat matters** — where and when do people encounter environments related to your product? Those are your trigger opportunities
- **Competitive triggers** — you can link competitor moments to your own brand. When people think of [competitor's context], they think of you instead
- **Ongoing vs. temporary** — triggers that persist in the environment (a desk item, a daily routine) generate sustained word-of-mouth, while event-based triggers create spikes
- **Context linking** — pair your product with an existing, frequent behavior or environment

**Product applications:**

| Context | Application | Example |
|---------|------------|---------|
| Food/Beverage | Link to daily routine or habit | Kit Kat + coffee break |
| Productivity tool | Tie to a recurring workflow moment | "Every Monday standup..." |
| Health app | Connect to a physiological cue | "When you feel stressed..." |
| Financial product | Link to payday or spending moment | "Every time you get paid..." |
| Content/Media | Tie to a day of the week | "Taco Tuesday" driving taco talk |
| E-commerce | Connect to seasonal or weather triggers | "When it rains..." campaigns |

**Copy patterns:**

- "Every time you [frequent activity], think of..."
- "Next time you [daily habit]..."
- "When you see [environmental cue]..."
- "It's [day/time] — time for..."
- "Whenever you [routine behavior]..."

**Ethical boundary:** Triggers should create genuine, helpful associations. Hijacking sensitive contexts (grief, health scares) as triggers is manipulative and will backfire.

See: [references/triggers.md](references/triggers.md) for habitat analysis and trigger design frameworks.

### 3. Emotion

**Core concept:** When we care, we share. High-arousal emotions — both positive (awe, excitement, amusement) and negative (anger, anxiety) — drive sharing. Low-arousal emotions (sadness, contentment) suppress it.

**Why it works:** Physiological arousal — the racing heart, the tightened muscles, the activated state — creates a