How to mint gossip-worthy news

Word of mouth, then, is a prime tool for mak­ing a good im­pres­sion—as po­tent as that new car or Prada hand­bag. Think of it as a kind of cur­rency. So­cial cur­rency… So to get peo­ple talk­ing, com­pa­nies and or­ga­ni­za­tions need to mint so­cial cur­rency… There are three ways to do that: (1) find inner re­mark­a­bil­ity; (2) lever­age game me­chan­ics; and (3) make peo­ple feel like in­sid­ers.

– Jonah Berger, Contagious: Why Things Catch On

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