Ep. 24 📖 Contagious Biz, Virality and Why Things Catch On (Contagious by Jonah Berger Book Review)
Can you make something go viral? Let’s talk about it…
Today’s episode is a juicy book-club-meets-marketing-masterclass moment inspired by my latest read, Contagious by Jonah Berger. This one was originally for my Elevated Mastermind babes (yes, we have a book club because I'm obsessed with #AlwaysLearning) but the takeaways were too good not to share. Think: virality explained, minus the gimmicks, plus essential oils and metaphorical $100 steaks.
So if you’ve ever wondered why some ideas spread like wildfire and others fizzle out, and how to ethically, soulfully create something worth sharing, let’s dive in.
I’m riffing on:
What “social currency” really means and how to make your brand something people want to associate with. (7:58)
How triggers make your biz top of mind + tip of tongue. (18:21)
Why “When people care, they share” is your new marketing mantra. (28:33)
What public visibility has to do with virality (and how to make the intangible feel tangible). (37:20)
How to create actual practical value, not just more noise. (44:29)
Why stories are the Trojan horse of content that actually converts. (51:13)
From emotional storytelling to strategic brand partnerships, we’re unpacking Jonah's six steps that make things contagious and how to apply them without selling your soul to the algorithm.
This isn’t about going viral just for the likes. It’s about making your message matter, helping your people feel something, and showing up in a way that sticks.
Grab a cozy bevvy, crack open your notes app (or your fave pen and paper), and let’s goooo.
Mentioned In This Episode:
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Uplevel Your Biz Magic!
How to Build a Brand That Spreads Like Wildfire (Without Selling Your Soul to the Algorithm)
What Jonah Berger’s “Contagious” taught me about marketing that actually works
If you’ve ever stared at a blank content calendar wondering what to post that will actually move the needle, or if you’ve ever wondered why some brands go viral while others—despite being smart, soulful, and incredibly valuable—barely get a like… this post is for you.
Today we’re diving into some juicy takeaways from Jonah Berger’s Contagious: Why Things Catch On, a book that made such waves in our Elevated Circle book club that I had to bring the conversation to the pod—and now, to the blog. Whether you’re a soulful service provider, a product-based biz with big dreams, or a creative visionary trying to make your message matter, these insights are going to help you create marketing that spreads naturally—the way good stories, unforgettable moments, and life-changing ideas do.
So grab your notebook (or your favorite Notion doc). Let’s reverse engineer virality—ethically, intuitively, and with a little Workwomb magic.
First up: What even is contagious content?
According to Berger, it’s not just about shock value, dancing on Reels, or hitting the algorithm lottery. Contagious ideas are shareable ideas. And shareable ideas are powered by what he calls the STEPPS framework:
Social Currency
Triggers
Emotion
Public
Practical Value
Stories
Let’s break it down—Workwomb-style.
1. Social Currency: Make Them Feel Cool for Sharing You
People talk about things that make them look good. That’s the basis of social currency. When we share something online (or even offline), we’re not just sharing the thing—we’re sharing a message about ourselves.
This is why luxury brands, exclusivity, and behind-the-scenes access feel so magnetic. They offer identity. Belonging. Bragging rights. It’s the difference between saying, “I bought a candle,” and “I got this handcrafted, ethically sourced, reiki-charged candle made by a fourth-generation alchemist in the south of France.”
It’s also why your brand should feel like a vibe people want to associate with.
Ask yourself:
What do my clients feel like when they use my product or service?
What kind of identity or lifestyle does my brand represent?
How can I make engaging with my brand a flex (in a way that feels authentic)?
Want to go deeper? Give your community a name. Shout out your client wins publicly. Create little rituals, catchphrases, or culture codes that make people feel like insiders.
2. Triggers: Be Top of Mind So You’re Tip of Tongue
Berger says: “If something is top of mind, it’s tip of tongue.” In other words, you need triggers—cues that remind people you exist.
Think about it: when you hear “peanut butter,” don’t you automatically think of “jelly”?
So how do we create that kind of associative magic in our businesses?
Pair your brand with habits: A health coach might associate their brand with morning routines. A creativity mentor could align with weekend artist dates.
Use visuals and symbols repeatedly: A color, phrase, or signature emoji can work as a brand trigger (hi ✨).
Partner with brands your people already love: Association builds trust and recall.
Here’s the practical magic: you don’t need a seven-figure ad budget. You need relevance, rhythm, and repetition.
3. Emotion: When People Care, They Share
This one’s for the feelers in the room (hi, us). Berger’s research shows that high-arousal emotions—awe, anger, amusement, excitement—drive sharing.
That doesn’t mean you need to be dramatic or manipulative. But it does mean the more emotionally resonant your brand, the more likely people are to spread the word.
This is why storytelling matters. Vulnerability matters. Sharing the messy middle? It matters.
In fact, one of the most-shared episodes I’ve ever released was one where I talked about going from 40k months to 0k months. Not exactly polished. Not a brag. But deeply relatable.
And that’s the point.
Whether it’s rage against the patriarchy or deep reverence for your client’s transformation, your content needs to make people feel something.
4. Public: Build a Brand That Shows
“If it’s built to show, it’s built to grow.”
In short: can people see others using or engaging with your brand?
This is easy if you sell a physical product. But for those of us in the service-based space? We’ve got to create visibility on purpose.
A few ways to do that:
Share client testimonials and transformations (with consent, obviously).
Post behind-the-scenes content or B-roll of you doing your work.
Create tangible takeaways—like merch, templates, or rituals—that live beyond your sessions.
Even just showing your process (what you’re working on, thinking about, launching) makes the invisible visible—and visibility drives credibility.
5. Practical Value: Make It Useful, Make It Spread
People love sharing things that help their friends. Whether it’s a killer Canva template, a new marketing hack, or a life-changing mindset shift, practical value is what fuels that “you have to read this” feeling.
Here’s the key: even if your work is emotional or intuitive, you can still make it practical.
Examples:
A trauma-informed coach sharing journaling prompts.
A spiritual entrepreneur offering grounding rituals for launch week.
A copywriter giving subject line formulas that actually get clicks.
The content you give away can demonstrate your value as much as (if not more than) the content you charge for.
6. Stories: If You Want to Sell It, Wrap It in a Story
Stories are how humans have passed down wisdom, built connection, and created culture since forever. So if you want people to remember (and retell) your message? Wrap it in a story.
A good story:
Centers the human, not the product.
Has emotional stakes.
Offers a transformation (even a small one).
Embeds your brand’s values, energy, or offer naturally.
Want to sell a pair of shoes? Don’t talk about the arch support. Tell me how they helped you walk through grief. Want to market your mastermind? Don’t just list the modules. Tell me how one woman rebuilt her life and biz from the ground up with the support inside.
When people tell those stories, your brand lives on.
Now Let’s Bring It All Together
You don’t need a viral video, a blue checkmark, or a billboard on I-35 (though shoutout to Buc-ee’s and their wild beaver billboards for the trigger inspo).
You need a message that means something.
A brand that feels like a movement.
And content that aligns with how humans actually behave—not just how platforms are built.
Marketing that spreads is marketing that serves. So whether you’re writing your next newsletter, planning your next launch, or designing your next offer, remember:
Make people feel good for sharing you (social currency).
Anchor your brand in their daily life (triggers)
Let them feel you (emotion).
Show them you’re real (public).
Give them something to use (practical value).
Tell a damn good story (stories).
You’ve got this. And if you want to go deeper with this kind of strategy—with real talk, small group support, and cozy book club convos like this one—we’ve got room for you inside the Elevated Mastermind Circle. It’s intimate, intentional, and designed to help you build a business that spreads your magic without spreading you thin.
Mentioned in This Post:
→ Contagious by Jonah Berger
→ Ep 12: “How to Go from 40k Months to 0k Months in 10 Easy Steps”
→ Workwomb’s Elevated Mastermind Circle
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Go make something contagious.
We’re rooting for your ripple effect.
