Ever use a great product or service that inexplicably fails to catch on and is soon discontinued…and you wonder what in the world went wrong?
Welcome to the world of “virality” – where that thing you thought was the best thing since sliced bread falls off the market with barely a whimper. And something that should never have existed sells 25 million copies and its founder retires to St. Thomas in 6 months.
So what does make something go “viral”?
Wharton Marketing Professor Jonah Berger has a book out about that called “Contagious”. Since I haven’t read the book yet – and probably won’t for a while – here are some excerpts from an interview with him on Knowledge@Wharton that might serve as a short-term substitute (if you’re going to find yourself in the same boat as me).
1. The science:
2. And, here’s an interesting example about everyone’s favorite amazing-product-and-brilliant-marketing company Apple:
Find the full article here. When you get there, if you have 16 minutes, watch the video – or skip it and scroll down to the transcript.