Ever wondered why some things catch on and become popular while others falter? How to generate more word of mouth for a product or initiative you're working on? Jonah Berger has the answers. He's a professor at the Wharton School at the University of Pennsylvania and author of the recent New York Times and Wall Street Journal bestseller Contagious: Why Things Catch On. Dr. Berger has spent the last decade studying how social influence works and how it drives products and ideas to catch on. He's published dozens of articles in top-tier academic journals, consulted for a variety of Fortune 500 companies, and popular outlets like the New York Times and Harvard Business Review often cover his work.