Unleashing the Idea Virus

Treat a product or service like a human or computer virus, contends online promotion specialist Seth Godin, and it just might become one. In Unleashing the Ideavirus, Godin describes ways to set any viable commercial concept loose among those who are most likely to catch it--and then stand aside as these recipients become infected and pass it on to others who might do the same. "The future belongs to marketers who establish a foundation and process where interested people can market to each other," he writes. "Ignite consumer networks and then get out of the way and let them talk."

Godin believes that a solid idea is the best route to success in the new century, but one "that just sits there is worthless." Through the magic of "word of mouse," however, the Internet offers a unique opportunity for interested individuals to transmit ideas quickly and easily to others of like mind. Taking up where his previous book Permission Marketing left off, Godin explains in great detail how ideaviruses have been launched by companies such as Napster, Blue Mountain Arts, GeoCities, and Hotmail. He also describes "sneezers" (influential people who spread them), "hives" (populations most willing to receive them), and "smoothness" (the ease with which sneezers can transmit them throughout a hive). In all, an infectious and highly recommended read. --Howard Rothman

WHAT THE SNEEZERS ARE SAYING ABOUT SETH GODIN AND UNLEASHING THE IDEAVIRUS

“When Seth Godin sneezes, watch out! Godin is always challenging us to think at least as fast as the world is changing. Unleashing the Ideavirus is his next dare.”

—Steve Riggio Vice Chairman, Barnes & Noble.com

“This is the only (idea) virus that will save you time and make you money.”

—Guy Kawasaki CEO, garage.com, and author, Rules for Revolutionaries

“Seth not only gets it, he gives it as well. Unleashing the Ideavirus is living, livid, vivid proof.”

—Doc Searls co-author, The Cluetrain Manifesto

“Seth Godin has unique clarity about what’s going on in marketing-the futility of mass, the importance of contagion, the central role of permission. Unleashing the Ideavirus informs, instructs, and entertains, offering the reader both roadmap and owner’s manual for the car.”

—Chris Meyer Director, Ernst & Young Center for Business Innovation, and co-author, Blur

“If you’re lucky, whatever Seth is selling is catching-and if you spend time with him, you’ll come down with it.”

—Alan M. Webber Founding Editor, Fast Company