Made to Stick

Names, names, names: people share content that mentions them

Sam relays the Made to Stick story of a thriving small-town newspaper publisher whose entire strategy was mentioning as many names as possible, because people always share content they (or people they know) appear in. Sam uses this as a content-growth weapon.

“He goes, I'm going to tell you in 3 words. Ready? Names, names, names. I'd print the phone book if I could. My whole philosophy is to mention as many names as possible, because if you see someone you know or you are mentioned in something, you are always going to share it.”

Steal thisPack content with real names; every name is a built-in sharer.