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Seth Godin

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

by Seth Godin (Author), Malcolm Gladwell (Author)

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The book that sparked a marketing revolution.

"This is a subversive book. It says that the marketer is not--and ought not to be--at the center of successful marketing. The customer should be. Are you ready for that?" --From the Foreword by Malcolm Gladwell, author of The Tipping Point.

Counter to traditional marketing wisdom, which tries to count, measure, and manipulate the spread of information, Seth Godin argues that the information can spread most effectively from customer to customer, rather than from business to customer. Godin calls this powerful customer-to-customer dialogue the ideavirus, and cheerfully eggs marketers on to create an environment where their ideas can replicate and spread.

In lively detail, Godin looks at the ways companies such as PayPal, Hotmail, GeoCities, even Volkswagen have successfully launched ideaviruses. He offers a "recipe" for creating your own ideavirus, identifies the key factors in the successful spread of an ideavirus (powerful sneezers, hives, a clear vector, a smooth, friction-free transmission), and shows how any business, large or small, can use ideavirus marketing to succeed in a world that just doesn't want to hear it anymore from the traditional marketers.

Print length

234 pages
Language

English
Publisher

Hachette Books
Publication date

October 10, 2001
Grade level

8 and up
Reading age

13 years and up
Dimensions

5.25 x 0.63 x 7.5 inches
ISBN-10

0786887176
ISBN-13

978-0786887170
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Editorial Reviews

Review

". . . 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

About the Author

Seth Godin is the author of numerous books, including the national bestseller Permission Marketing. He was the founder of Yoyodyne, the first direct marketer on the Internet, which was acquired by Yahoo! in 1998. Godin served as Vice President of Direct Marketing for Yahoo! until early 2000, when he left to devote time to writing and speaking.

Product details

Publisher ‏ : ‎ Hachette Books; Reprint edition (October 10, 2001)
Language ‏ : ‎ English
Paperback ‏ : ‎ 234 pages
ISBN-10 ‏ : ‎ 0786887176
ISBN-13 ‏ : ‎ 978-0786887170
Reading age ‏ : ‎ 13 years and up
Grade level ‏ : ‎ 8 and up
Item Weight ‏ : ‎ 6.3 ounces
Dimensions ‏ : ‎ 5.25 x 0.63 x 7.5 inches

Best Sellers Rank: #868,655 in Books (See Top 100 in Books)
- #132 in Industrial Marketing (Books)
- #509 in Market Research Business (Books)
- #713 in Business Encyclopedias

Customer Reviews:
141 ratings

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Seth Godin

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Seth Godin is the author of nineteen international bestsellers that have been translated into over 35 languages, and have changed the way people think about marketing and work. For a long time, Unleashing the Ideavirus was the most popular ebook ever published, and Purple Cow is the bestselling marketing book of the decade.

He's a recent inductee to the Marketing Hall of Fame, and also a member of the Direct Marketing Hall of Fame and (go figure), the Guerrilla Marketing Hall of Fame.

His book, Tribes, was a nationwide bestseller, appearing on the Amazon, New York Times, BusinessWeek and Wall Street Journal bestseller lists. It's about the most powerful form of marketing--leadership--and how anyone can now become a leader, creating movements that matter.

His book Linchpin came out in 2008 and was the fastest selling book of his career. Linchpin challenges you to stand up, do work that matters and race to the top instead of the bottom. More than that, though, the book outlines a massive change in our economy, a fundamental shift in what it means to have a job.

Since Linchpin, Godin has published two more books, Poke the Box and We Are All Weird, through his Domino Project. He followed these with The Icarus Deception via Kickstarter, which reached its goal in less than three hours. Joined by Watcha Gonna Do With That Duck and V is for Vulnerable, those books are now widely available. In late 2014, he announced his latest, What To Do When It's Your Turn, sold directly from his website.

In addition to his writing and speaking, Seth was founder and CEO of Squidoo.com,. His blog (find it by typing "seth" into Google) is the most popular marketing blog in the world. Before his work as a writer and blogger, Godin was Vice President of Direct Marketing at Yahoo!, a job he got after selling them his pioneering 1990s online startup, Yoyodyne.

You can find every single possible detail that anyone could ever want to know at sethgodin.com

Customer reviews

5 star		54%
4 star		23%
3 star		17%
2 star		5%
1 star		1%

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Top reviews from the United States

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ofieldstream

Rocking-the-World, Seth teaches you how

Reviewed in the United States on June 25, 2017

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I don't give 5-star ratings out often, but when I do, it's because the item is something that will rock-your-world. Seth Godin is 5-Star! He 'rocks-the-world'... at least in marketing! I read "Unleashing the Ideavirus" back when it first came out. I have one of the very first downloads of the free PDF Seth made available. But I wanted this book in a paper-and-ink version so I could mark it up. And just because some of the information I go to regularly, I love it in paper-and-ink. No matter HOW you read Seth Godin - JUST READ HIS WORK! And as Seth says in his podcast series, 'Seth Godin's Startup School" ... "I hope you use it." Yes. Read this book and everything you can get your hands on Seth writes .. then USE IT. Kudos Seth!

2 people found this helpful

Helpful

Max More

Delightful, practical, concise

Reviewed in the United States on August 26, 2001

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Godin himself notes that much of the content of his book (and his earlier Permission Marketing) seems obvious. Yet, as he goes on to show convincingly, that which is obvious has rarely been practiced. When you read Godin�s thoughts about permission marketing and ideaviruses, they may sound obvious yet almost all marketers continue to throw huge sums of money at old-fashioned interruption marketing. The infamous peak of this was the spurt of expensive Superbowl ads by transient e-tailers.

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.

7 people found this helpful

Helpful

Caroline L.

TED talks and ideas spreading around

Reviewed in the United States on June 16, 2020

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I read a book by Chris Anderson about TED talks, and I realized that I should pick up Seth Godin's book about ideas that go viral. He talks about sneezers and how to have ideas that spread. I think it should be required reading for anybody who is gearing up for a public speech.

Helpful

Gabriel Torres

A must-have!

Reviewed in the United States on March 13, 2001

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This is the newest book by Seth Godin, which is one of the authors that most influenciate my ideas. This book is the continuation of the masterpiece Permission Marketing (which is about how to change the traditional marketing idea of interrupting people by permission marketing). Unleashing the Ideavirus brings the answer to the obviuos question after reading Permission Marketing: "How can I obtain people's permission, since this involves at least one interruption?". The idea behind this book is simple: why spending zillion dollars on TV ads if you can spend much less at word-of-mouth campaings (which the author calls "ideavirus"), and which is more efficient? This book confirms what I am saying for ages: if you have just build up your own company, it is not worth to sepend money on traditional media. The books is full of case studies, with enphasis on internet business. The ideas on which this book is based aren't quite new, but this is the best shot of Godin's work: he can arrange, at just one book, everything you must know in order to understand and make efficient marketing campaings in this new century, without spending time with complicated ideas which doesn't work at pratical levels. The contents of this book are of immediate pratical use, on whichever business your are running: traditional, internet or informal of any kind.

8 people found this helpful

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Magnus

Classic Book on Virtual Word of Mouth

Reviewed in the United States on April 4, 2019

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I think this was the first book that first delved in this topic. With easy to understand language, this book is essential for anyone who is looking for a framework to spread their ideas

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Blaine D Jeffrey

Good read.

Reviewed in the United States on July 7, 2020

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Like the book, but someone left the price on the back $1.00. I guess paying shipment and markup is somewhat substantiated.

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Living in Budapest

4 stars for content & 2 stars for organization

Reviewed in the United States on March 24, 2004

Verified Purchase

Unleashing the Ideavirus offers practical ideas on how to spread a marketing message without spending alot of money. Some of what Seth Godin describes may be more common sense than revolutionary. However, he does present several fairly sound approaches to marketing and taking advantage of the concepts of Malcolm Gladwell's Tipping Point (a 5 star book and one of my favorites).
My main problem with Unleashing was the organization of the book. Unleashing the Ideavirus was a bit disjointed. It does not flow as nicely as the author's Purple Cow (by way the a 5 star book!) which I would highly recommend.

One person found this helpful

Helpful

Simit Patel

A must for Internet entrepreneurs

Reviewed in the United States on June 12, 2005

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Seth Godin's "Unleashing the Ideavirus" is perhaps the most important and relevant book for Internet entrepreneurs today. The book explains how entrepreneurs can create and manipulate viral marketing tactics. Given the ongoing failure of advertising and the low cost per acquisition associated with viral marketing, this revolutionary book is a must for entrepreneurs trying to determine how they can launch a successful marketing campaign in today's competitive landscape.

Seth Godin's other books, namely "Permission Marketing" and "The Big Red Fez" are must for Internet entrepreneurs today.

2 people found this helpful

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daoldcoach

Not Seth's Best

Reviewed in the United Kingdom on November 27, 2003

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Seth takes a whole book to tell you what you probably already know about "idea viruses" and the bits you didn't he could have told you in a few pages. It's not truely devoid of merit, it's just like many books of this sort, it doesn't tell you how to do something, which to be fair Godin says this much himself towards the end of the book, but it does give you those sparks... "Ah we could do something like that" or "We do have advocates who might be able to help".
The Idea Virus is guilty of rebranding other marketing ideas with cheesy new names, calling Advocates or Opinion Formers, Sneezers etc, but it is an easy to read book that does give some insight into why good ideas have worked.
It is not a book that for a few pounds investment will make you millions! - But it probably made him loads!
If you are studying business/marketing etc, then this book is great for providing "real world" examples.
A book of his that I'd really recommend is the Big Red Fez - which tells you how to make effective, marketing driven websites and it does tell you what to do.

19 people found this helpful

Genstein

Market at a whole new level

Reviewed in the United Kingdom on April 9, 2010

Verified Purchase

This book, whilst not having any new ideas in, gave me incredible clarity in how marketing works today, what I've been doing all my life, and how to repeat it again and again to get success.

This is one of the most influential books I've read in my life time.

Nixon Armah

Fantastic

Reviewed in the United Kingdom on April 26, 2020

Verified Purchase

Great service

DynamikeB

A very good read, full of examples that could sparkle just one cool and important idea in your plan

Reviewed in Canada on November 5, 2016

Verified Purchase

Great book, easy and fun read, with a lot of ideas that can sparkle something in your marketing strategy.

I am helping / managing a friend with his music project, and I really like Seth Godin's vision and insight on business. It gives great ideas. Sometimes just one. But just one good idea is all that it takes to push forward, sometimes. And one good idea suggested by such a reference in the field gives a great values to this little book.

It's not perfect, it will not fit for everything and everyone, but Unleash the Idea Virus remains a very good and interesting read in the marketing field. Thanks Mr Godin, again.

Immer noch höchst relevant

Reviewed in Germany on August 25, 2017

Verified Purchase

Seit 2001 hat sich das Internet und damit unsere Welt extrem weiter entwickelt.
Die Prinzipien, die Seth Godin in "Unleashing the Ideavirus" entfaltet, gelten jedoch heute immer noch oder vielleicht sogar mehr denn je.
Für Marketing-Leute, Unternehmensgründer und alle, die mit ihrer Idee mehr als den unmittelbaren Freundeskreis beeinflussen wollen, ist dieses Buch sehr zu empfehlen.

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