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Unleashing the Ideavirus: Stop Marketing AT People! Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing thing for You. Paperback – October 10, 2001
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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 --This text refers to an out of print or unavailable edition of this title.
". . . 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 of Blur
". . . 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
"Seth not only gets it, he gives it as well. Unleashing the Ideavirus is living, livid, vivid proof." -- Doc Searls, author, The Cluetrain Manifesto
"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
Top customer reviews
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In fact, now that I have read "Unleashing the Ideavirus," I can spot mistakes made by Internet-based companies. For example, companies that change the rules in midstream are doomed to lose business.
While Seth Godin loves the idea of the "Tell a Friend" feature, I think it has one flaw he forgot to address. Some people are afraid to enter their friends' e-mail addresses because they don't want their friends to get spam. While many companies don't sell those addresses, some do. Until more companies learn the importance of privacy, I will be reluctant to use the "Tell a Friend" feature.
My other complaint was that the book gets repetitive in some spots. Certain ideas are repeated so often that I started skimming those pages.
Anne M. Marble -- All About Romance
Like his previous book, Godin�s Unleashing the Ideavirus entertains the reader while successfully setting off bursts of ideas along the way. Rather than marketing at the consumer, Godin�s approach seeks to maximize the spread of information from customer to customer. The book provides the expected examples of successful ideavirus marketing, then develops a recipe for concocting your own ideaviruses. In order to show how to make your idea infectious, the book examines what makes a powerful �sneezer�, how �hives� work, and applies the concepts of critical velocity, vector, medium, smoothness, persistence, and amplifiers. As Godin shows, the now-familiar idea of viral marketing is one very specific form of ideavirus marketing. Most businesses will not be able to engage in true viral marketing, but all can use the ideavirus approach.
While you may finish Unleashing the Ideavirus thinking that you really did not learn anything drastically new, it is unlikely that you will feel that you�ve wasted your time. Godin has once again written an enjoyable book that cleverly packages important ideas that have obvious practical use. Any book like this that causes the reader to continually stop and rapidly jot down ideas to implement is well worth the hour or two it takes to read.
This book has given me many things to think about, I view the marketing department in a whole new way, and as someone who has a say in the company, I even bring out new ideas which break the mold and take the company into a new direction.
This book has given me the tools to come up with those ideas.
Ideal for companies trying to get a feel for how all these new technologies can actually be applied in a business sense.
The only trouble is things are happening soooo fast these days that you need to make sure you get an updated version as so many technologies have either evolved, are outdated or new better versions already!