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Index
INTRODUCTION
The Five Rules of Going Viral
CHAPTER ONE
How to Be a Winner like Trump without Being a Loser like Trump
CHAPTER TWO
How to Tell a Viral Story: Word of Mouth from Jesus to Lincoln to Oprah
CHAPTER THREE
Short Words Win, Short Words Sell
CHAPTER FOUR
Repeat, Repeat, Repeat: Only Memorable Memes Go Viral
CHAPTER FIVE
Irony: The Viral Twist We Can’t Resist from Socrates to Seinfeld
CHAPTER SIX
“Do Not Throw Away Your Shot”: Foreshadowing, Hamilton, and Virality
CHAPTER SEVEN
Metaphors Are like Warp Drive: The Viral Power of Proto-Stories
CHAPTER EIGHT
It’s the Headline, Stupid: Why Big Data and Message Testing Mean Life or Death in the Facebook Era
CHAPTER NINE
James Cameron, 60 Minutes, Years of Living Dangerously: Revealing the Secrets Behind the Most Viral Videos
CHAPTER TEN
Amazon, Branding, and Personal Character: How to Have a Viral Impact in Your Professional Life
CHAPTER ELEVEN
Resisting Trumpism and Russian Cyberwarfare: Don’t Bring a Knife to a Gun Fight
Epilogue and Epitaph: My Brother’s Keeper
SHOUTOUTS
REFERENCES
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