Jonah Berger on Why Ideas Spread (And Why Most Books Don’t)

Why do some ideas catch on, while others disappear? In this live, in-class conversation, Jonah Berger, author of Contagious and The Catalyst, breaks down the real mechanics behind virality, influence, and change. We talk about Jonah’s STEPS framework, why “customer focus” matters more than originality, and why writers need to understand their audience before they fall in love with their topic. Jonah also shares his own writing process, how frameworks evolve through teaching, and why feedback is the only way to make an idea stronger. This episode is essential for authors, creators, and entrepreneurs who want their work to actually land, not just exist.