Note: this is adapted from a recent LinkedIn post I wrote that really resonated on that platform. Enjoy.

When was the last time you were in AWE of something? For me, it was a recent trip to Glacier National Park, MT. The beauty in this incredible place was. Wow. It made us breathless.

Shortly after that visit, I read about “The Power of Awe” in the fascinating book Contagious by Jonah Berger , talking about the science behind why things catch on. Awe is one emotion that cause people to forward videos and emails. I immediately thought of our collective reactions when we saw Avalanche Lake.

Not a scientist, but one who markets a variety of brands, I wonder how many have had unexpected viral messages that have greatly impacted their companies or individuals. These viral messages can truly help or hurt a person or brand—especially with today’s “cancel culture.” Gossip and lies accepted as truth.

When I share something on social media, it often surprises me what people respond to. I wonder how predictable it is that a specific video/message/email/speech will go viral. Are content creators surprised when something they thought was “perfect” is ignored or interpreted differently than it was designed?

I remain curious about people’s responses and tastes, especially in this changing world. And I wonder when the next time I will be truly in AWE will be. #contagious #glaciernationalpark #jonahberger #cancelculture #viralmessage