Contagious Why Things Catch On, by Jonah Berger
Bestbookbits
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How to Motivate Your Customers
One way to generate surprise is by breaking a pattern people have come to expect. Leverage scarcity and exclusivity to make customers feel like insiders. People don't need to be paid to be motivated, managers often default to monetary incentives when trying to motivate employees. Social incentives like social currency are more effective in the long term. Marketing is about tapping into their genuine enthusiasm for products and services that they find useful or fun or beautiful.
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