Word-of-Mouth & Virality Framework A framework for engineering word-of-mouth and making products, ideas, and content contagious. Based on Jonah Berger's research into why certain things catch on while others languish in obscurity — and how to systematically tip the odds in your favor. Core Principle Virality is not born — it is engineered. Products don't go viral by luck or by simply being great. They spread because they were designed — consciously or unconsciously — to be shared. The foundation: Contrary to popular belief, only 7% of word-of-mouth happens online. The remaining 93% happens of…