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Behind Persuasive Marketing

In 2013, Jonah wrote Contagious, which explored word of mouth and why certain products, ideas, and behaviors catch on. While researching the book, he spoke with and consulted for everyone from big Fortune 500 companies to small startups, and from industries he knew well to industries he knew almost nothing about.

His research showed him how a broad spectrum of marketers and leaders work today. Everybody Jonah spoke to had something they wanted to change—whether it was someone in sales or marketing who wanted to change a customer’s mind, an employee who wanted to change the boss’s or a colleague’s mind, or a leader who wanted to change an entire organization.