Create Marketing That Moves: The Science Behind Ideas That Spread

Marketing isn’t just about clever slogans or flashy campaigns—it’s about making ideas move. At Nordic Business Forum 2025, Wharton Marketing Professor Jonah Berger will unpack the science of how to get messages to catch on, whether you’re launching a product, promoting a service, or championing a new idea at work. “There’s a science behind why people talk and why they share,” Jonah explains. “It’s not random, it’s not luck, it’s not chance.”

Jonah’s work blends psychology, behavioral economics, and years of research to offer actionable insights for marketers and leaders. In this blog, we explore some of those ideas and how you can use them to make your marketing matter more both externally and internally.

The Power of Word of Mouth

In a world oversaturated with advertising, one thing remains constant: people trust people. “Word of mouth is still the biggest driver of why things become popular,” Jonah says. Whether you’re selling a product or spreading a message, it’s real conversations that fuel real results.

Word of mouth does more than create buzz. It builds trust, drives conversions, and provides organic reach that money can’t buy.

“It generates awareness, it encourages consideration, it drives conversion. It’s much more effective than things like traditional advertising.”

But here’s the catch: people don’t share things for your benefit. “Too often, companies and organizations care a lot about how they look. But consumers and customers don’t care about you. They care about themselves. They care about how they look to their peers.”

So how do you harness this? Help your customers look smart, savvy, or special when they talk about you. Scarcity, exclusivity, and early access all play into this. “Getting information before others or having access to something that not everyone else has makes you look good to others,” Jonah explains.

Six Keys to Making Ideas Spread

Luckily, making something go viral isn’t guesswork; it’s a clear process. In his book Contagious, Jonah outlines six key principles that drive sharing. Together, they spell out STEPPS:

• Social Currency – People share things that make them look good.
• Triggers – Top-of-mind means tip-of-tongue.
• Emotion – When we care, we share.
• Public – Built to show, built to grow.
• Practical Value – News you can use.
• Stories – Information travels under the guise of narrative.

Each principle taps into core human behavior. “By understanding the psychological drivers of why people talk and why they share, we can get all sorts of things to catch on,” Jonah says.

Consider your next campaign or product launch. Does it tick these boxes? If not, you may need to rethink your message—not just to reach people, but to move them.

Stop Pushing, Start Pulling

For too long, marketing was about pressure; push the product, push the message, push the customer. But in recent years, many marketers have noticed that this approach is more likely to backfire. “Smart companies have realized that when we push people, they just push back,” says Jonah.

The key is to lower resistance by giving people a sense of choice.

“People don’t like to feel like they’re being told what to do. So we need to give people back freedom and control. Give them choices… rather than telling them what to do.”

Want better engagement? Ask questions instead of making statements. Provide options instead of ultimatums. When people feel empowered, they’re more likely to buy in—literally and figuratively.

Marketing with Magic Words

Jonah’s latest book, Magic Words, explores the power of words. “Subtle shifts in language can have a big impact on others’ behavior,” he says.

For example, instead of asking someone to help, ask them to be a helper. That one word shift increases compliance by around 30%. Similarly, swapping “I like it” for “I recommend it” boosts persuasion by nearly 40%.

“We may not see ourselves as writers, but we write PowerPoint decks and emails and presentations, all of which impact others,” Jonah says. “Yet we think a lot less about the specific words we use when communicating those ideas.” But you should.

In short, words matter a lot. Use them with intention.

Make Ideas Spread Internally

Marketing isn’t just for the outside world. Every leader knows the challenge of getting buy-in within a team or organization. “We often need to get colleagues on board and encourage them to see things from our perspective,” Jonah says.

The same principles that help a product spread externally can help an idea take hold internally. Use storytelling. Offer practical value. Tap into emotion. And crucially, reduce resistance by making it feel like a shared journey, not a top-down mandate.

“Whether it’s getting something to catch on, or lowering the barriers to change, understanding behavioral science helps turn these ideas into reality.”

Build Messages That Matter and Multiply

If you want to craft messages that matter and spread, it starts with understanding people, not platforms. Word of mouth, emotional resonance, and smart language are your most powerful tools.

Jonah leaves us with one final reminder:

“It’s not about getting people to do something once. It’s about getting them to do it and tell others.”

Marketing that moves isn’t just about momentum. It’s about meaning and giving people a reason to care, share, and act.