Seven key ingredients that determine whether a message will be passed on by people:

1.) An immediately outstanding story

2.) Stickiness (in people’s minds)

3.) Relevance

4.) Portability (how free the idea is of barriers)

5.) Shareability (how ‘networking cementing’ it is)

6.) Timing/actuality

7.) The hook (the one-liner that grabs your attention)

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