General Session 3: Crafting Contagious Ideas

Monday, May 1, 2017 -
4:30pm to 5:30pm

Session type:

Profesor Jonah Berger combines groundbreaking research with powerful stories as he sheds light on why products, ideas, and behaviors catch on. Based on 15 years of rigorous academic research with a focus on behavioral economics, he developed a framework for crafting contagious content using the acronym STEPPS: social currency, triggers, emotion, public, practical value, and stories.  Using STEPPS, Berger reveals the secret science behind word of mouth and how these six key factors drive things to become popular in spite of logic that suggests otherwise.  An interactive presenter, he will provide advisors with a set of specific, actionable techniques for developing their businesses through information that fosters the growth of successful, new ideas.