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Why do some products get more word of mouth than others? Why does some online content go viral? Word of mouth makes products, ideas, and behaviors catch on. It's more influential than advertising and far more effective. Can you create word of mouth for your product or idea? According to Berger, you can. Whether you operate a neighborhood restaurant, a corporation with hundreds of employees, or are running for a local office for the first time, the steps that can help your product or idea become viral are the same.

New York Times bestselling author Jonah Berger’s cutting-edge research reveals how six types of words can increase your impact in every area of life: from persuading others and building stronger relationships, to boosting creativity and motivating teams.

If you're like most people, you think that your choices and behaviors are driven by your individual personal tastes and opinions. You wear a certain jacket because you like the way it looks. You picked a particular career because you found it interesting. The notion that our choices are driven by our own personal thoughts and opinions is patently obvious. Right? Wrong. Without our realizing it, other people's behavior has a huge influence on everything we do at every moment of our lives, from the mundane to the momentous occasion.

From the author of New York Times best sellers Contagious and Invisible Influence comes a revolutionary approach to changing anyone’s mind. Everyone has something they want to change. Marketers want to change their customers’ minds and leaders want to change organisations. Start-ups want to change industries and nonprofits want to change the world. But change is hard. Often, we persuade and pressure and push, but nothing moves. Could there be a better way?

A bag of chips. That's all 16-year-old Rashad is looking for at the corner bodega. What he finds instead is a fist-happy cop, Paul Galluzzo, who mistakes Rashad for a shoplifter, mistakes Rashad's pleadings that he's stolen nothing for belligerence, mistakes Rashad's resistance to leave the bodega as resisting arrest, mistakes Rashad's every flinch at every punch the cop throws as further resistance and refusal to STAY STILL as ordered.

Trapped in a world where magic is powerful and dreams are real, Cole's epic adventure comes to a close in book five of the New York Times best-selling "fanciful, action-packed adventure" series (Publishers Weekly), from the author of the Fablehaven and Beyonders series. Cole and his friends are pushed to the limit in this finale to the best-selling Five Kingdoms series. Will they finally be able to restore magic to the world of the Outskirts and find their way back home?

A bag of chips. That's all 16-year-old Rashad is looking for. What he finds instead is a fist-happy cop, Paul, who mistakes Rashad for a shoplifter, mistakes Rashad's pleadings that he's stolen nothing for belligerence, mistakes Rashad's every flinch at every punch the cop throws as further resistance and refusal to stay still as ordered. But how can you stay still when someone is pounding your face into the pavement?

Everyone has something they want to change. Marketers want to change their customers' minds and leaders want to change organizations. Start-ups want to change industries and nonprofits want to change the world. But change is hard. Often, we persuade and pressure and push, but nothing moves. Could there be a better way? This book takes a different approach. Successful change agents know it's not about pushing harder, or providing more information, it's about being a catalyst.

She could save the world - or destroy it. Sixteen-year-old Evangeline 'Evie' Greene leads a charmed life, until she begins experiencing horrifying hallucinations. When an apocalyptic event decimates her Louisiana hometown, Evie realizes her hallucinations were actually visions of the future - and they're still happening. Fighting for her life and desperate for answers, she must turn to her wrong-side-of-the-bayou classmate: Jack Deveaux. But she can't do either alone.

The ocean rose, swallowing up the lowlands. Earthquakes shattered the continents, toppling entire regions into the rising water. Now, humans live packed into stack cities. The only ones with any space of their own are those who live on the ocean floor, the Dark Life. Ty has spent his whole life living deep undersea, helping his family farm the ocean floor.

In Eating the Dinosaur, Klosterman is more entertaining and incisive than ever. Whether he's dissecting the boredom of voyeurism, the reason why music fan's inevitably hate their favorite band's latest album, or why we love watching can't-miss superstars fail spectacularly, Klosterman remains obsessed with the relationship between expectation, reality, and living history. It's amateur anthropology for the present tense, and sometimes it's incredibly funny.

A boy and his elephant escape into the jungle when the Viet Cong attack his village immediately after the Vietnam war.

Somewhere in North Dakota, there is a town called Owl that isn't there. Disco is over, but punk never happened. They don't have cable. They don't really have pop culture, unless you count grain prices and alcoholism. People work hard and then they die. They hate the government and impregnate teenage girls. But that's not nearly as awful as it sounds; in fact, sometimes it's perfect.

He really just likes to liven things up at school -- and he's always had plenty of great ideas. When Nick learns some interesting information about how words are created, suddenly he's got the inspiration for his best plan ever: the frindle. Who says a pen has to be called a pen? Why not call it a frindle? Things begin innocently enough as Nick gets his friends to use the new word. Then other people in town start saying frindle. Soon the school is in an uproar, and Nick has become a local hero.

How much do you have to give up to find yourself? When Pete first sets eyes on the Man, he's convinced he's an axe murderer. But at the revival meeting, Pete discovers that the Man is actually a savior of souls, and Pete has been waiting all his life to be saved.

It's not something Pete's parents can understand. Certainly his best friend, Rufus, an avowed atheist, doesn't understand. But Pete knows he can't imagine life without the Man.

When the twins start a summer basketball league at their local park, they notice the once rundown court is getting freshened up with each passing day. First new nets, then the benches have been completely restored. But who's behind it? Zach and Zoe are on the case!

There's nothing eight-year-old twins Zach and Zoe Walker love more than playing sports and solving mysteries. And when those two worlds collide...well, it doesn't get any better than that. In the opening installments of the Zach and Zoe Mysteries, best-selling author Mike Lupica begins a series for a new and younger audience, introducing listeners to a sports-loving detective duo who can swing for the fences and catch the culprit in one fell swoop.

There's nothing eight-year-old twins Zach and Zoe Walker love more than playing sports and solving mysteries. And when those two worlds collide...well, it doesn't get any better than that. So when a baseball signed by Zach's favorite major league player suddenly goes missing - the search is on! Luckily, amateur sleuths Zach and Zoe are on the case.

What happens when a star player ends up on the worst team? He either learns to lose or he stops playing the game he loves. These are the choices facing Jake, who has gone from champion to last place, testing his sportsmanship every time his soccer team gets waxed. It is his teammate Kevin who shows Jake that being a good captain means scoring and assisting off the field as much as being the star player on it.

From number one New York Times best seller Mike Lupica! Nick Crandall feels like he doesn't belong anywhere. He doesn't fit in with his new foster parents. They don't know the first thing about sports - and he's not exactly the model student they want him to be. It's only a matter of time until they realize he's not the right kid for them. And Nick certainly doesn't belong playing varsity baseball. He's only twelve years old! His teammates want a catcher their own age. But Nick needs to prove that he belongs - to his parents, to his team, and to himself.