Contagious: Why Things Catch On

For starters, the value of creative work will shift from outcomes to process and ingenuity. The original idea, the judgment, the innovations in process, and the story become more important than ever. As any art collector knows, in a fine art gallery, a piece is valued based on its lineage, its originality, and the trials and tribulations of the ar

All of which is to say a simple truth that we try to deny too often: if you want to go viral, it must be baked into your product. There must be a reason to share it and the means to do so.

So, a good process for making your ideas stickier is: (1) Identify the central message you need to communicate—find the core; (2) Figure out what is counterintuitive about the message—i.e., What are the unexpected implications of your core message? Why isn’t it already happening naturally? (3) Communicate your message in a way that breaks your audi

and to give food bloggers a reason to continue writing about Eataly