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Study Up For ‘Think’: Why 'Please Don’t Tell' Keeps People Talking

Chris Sgaraglino

What commonalities do popular ideas and products share? One thing we know: People can’t stop yapping about them. Jonah Berger visits a secret bar hidden in a New York City hot dog joint to find out more. He’s on ‘Think’ today at 1 p.m. to talk about his book Contagious: Why Things Catch On.

Though easy access has been considered a feature of successful products, Berger sees the growing power of exclusivity as a marketing force. Please Don’t Tell is one hush, speakeasy-style establishment that represents the “discovery brand.” If you know about Please Don’t Tell, you feel special – clever for finding it, even. And, of course, you’ll totally tell your friends. Fast Company has this (exclusive!) excerpt from Contagious as part of a series.

Listen to Think from noon to 2 p.m., Monday through Thursday, on KERA 90.1 or stream the show at

Lyndsay Knecht is assistant producer for Think.