Berger does a great job of breaking down the various elements that when working together, create a contagious effect. He then provides a recipe for maximizing the chance that your initiative will be contagious. Super narration and fast listen.
Watts lays out a solid survey about why, in many cases, the reasons we think cause certain things to happen, just may not be the case. Solid narration.
Terrific recap of what it takes to drive demand, updated for the 21st century. While there is nothing really new here, the authors provide solid examples of how to increase the probability of success. Importantly, their stories involve businesses that sell both services and products.