"It's not luck, it's not random, it's not cats," he says. "There's a science behind it. We have to understand the psychology and the social transmission process."
Berger was inspired by Malcolm Gladwell's "The Tipping Point," which is also about how ideas spread, but says "that book is sort of half wrong." The concept of reaching a few influencers is compelling, he explains, but to make something go viral you need to focus more on the message itself.
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