1) The document discusses how to make apps go viral by leveraging incentives, ego, and emotions. It explains that incentives work best when they reward both the referrer and referee, ego can be appealed to by enabling users to create and share things that make them proud, and high arousal emotions like awe, anger, anxiety, fear, joy, lust and surprise tend to make content more contagious. 2) It provides examples of how emotion in content titles and sharing text can influence click rates, share rates and like rates. Negative emotions tend to drive more clicks while positive emotions lead to more shares. 3) The document advocates for using deep links that drive users seamlessly from web to app, as