Most of us want to influence others with our ideas. We want our words to spread. Whether you’re writing to inspire or inform or even entertain, you want people to read your words and to share them with their friends.

In this episode of the podcast, Jonah Berger, Associate Professor of Marketing at the Wharton School at the University of Pennsylvania, and bestselling author of Contagious: Why Things Catch On, shares with us six principles to craft contagious content and destroys a few myths in the process.