This month’s marketing book is Contagious by Jonah Berger. Jonah is a professor specializing in marketing and social influence. In Contagious, he explores how social engineering and perception can help brands succeed. This book is more than just an insight into marketing; it’s a window into the human mind.

Contagious has been highly recommended within marketing circles for years. With its unique case studies, research, and applicable use cases, it’s no mystery why the book continues to be a popular recommendation.

So here’s the question: does this book still hold up in 2025? The short answer is yes. It’s a perfect introduction to the psychology of marketing for students and new marketers. For experienced marketers, it’s a valuable reminder of the essentials.

This book covers many key elements within the marketing realm. Between items such as social proof, practical value, and the power of story the comprehensive book provides the fundamentals of marketing with people in mind. It isn’t often that a marketing book is able to simplify the content in such an engaging way. 

Within the book we review these fundamentals of marketing and psychogy

• Social Currency – People share things that make them look good or in-the-know.
• Triggers – Top-of-mind means tip-of-tongue. Associate your message with a context or cue.
• Emotion – High-arousal emotions (awe, anger, anxiety) drive sharing.
• Public – If it’s built to show, it’s built to grow. Visibility matters.
• Practical Value – Useful info gets shared. “News you can use” works.
• Stories – Wrap your product in a narrative. People remember stories, not stats.

I am all about technology, AI, and leveraging the newest and best tools. This book was written about a decade before these tools really started to emerge, so how can it maintain relevance? It’s simple: good marketing will always put people first. This book explores how we provide value to people through marketing.

Tools change. We’ve seen the rise of new social platforms, shifting search habits, and, of course, the impact of AI. But it all boils down to one key point: when you put people first, new marketing tools only make you better.

As marketers, our job is to solve the client’s problem. We can’t do that if we don’t prioritize people—their wants, their needs, and what truly matters to them.

Have you read Contagious? What were your main takeaways? Looking to implement ideas like this in your own business but not sure where to start? Reach out on my contact page!