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Unleashing the Ideavirus

Seth Godin with Forward by Malcolm Gladwell

Retail Price: $14.00 LS Price: $11.20 You Save: $2.80 (20%) Availability: Usually ships in 24 hours Format: Paperback, 234pp. ISBN: 9780786887170 Publisher: Do You Zoom, Inc. Pub. Date: October 2001 Average Customer Review:

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If you don’t have time to read the whole book, here’s what it says: Marketing by interrupting people isn’t cost-effective anymore. You can’t afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money. Instead, the future belongs to marketers who establish a foundation and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk.

If you’re looking for mindblowing new ideas, you won’t find them in this, or any other marketing book. Guerrilla marketing, 1:1 marketing, permission marketing—these ideas are not really new, but they are thoughtful constructs that let you figure out how to do marketing better. The fact is, if we built factories as badly as we create advertising campaigns, the country would be in a shambles. This book will help you better understand the time-honored marketing tradition of the ideavirus, and help you launch your own. (From the Introduction)

The author of the New York Times besteller Permission Marketing (and the man Businessweek called "the ultimate entrepreneur for the Information Age) knocks down the last barriers between market and customer in Unleashing the Ideavirus.

Unleashing the Ideavirus is a manifesto that shows that ideas, just like viruses, can become contagious. And, counter to traditional marketing wisdom, which tries to count, measure and manipulate the spread of information, this book suggests that the information can spread most effectively from customer to customer, rather than from business to customer. This principal—which Godin calls the ideavirus—is a call to arms to marketers. In creating an ideavirus, marketers produce an environment where an idea can replicate and spread. And then it's the virus that does the work, not the marketer.

We're all in the idea business, says Godin, and in the new economy, the ideas that spread fastest win. Unleashing the Ideavirus makes a case for this nearly friction-free marketing scenario, offers a "recipe" for creating your own ideavirus, identifies the necessary players for a successful ideavirus (the sneezers, the hive, the vector, and more), and shows how any business—large or small—can use ideavirus marketing to succeed.

Stop marketing at people! Turn your ideas into epidemics by helping your customers do the marketing for you.


Reviews

"Take Leo Burnett, David Ogilvy, Bill Bernbach and Mark Twain. Combine their brains and shave their heads. What's left? Seth Godin."

—Jay Levinson, author of Guerrilla Marketing

 


Reader's Index 
Send us your favorite quotes or passages from this book.

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.

	Foreword	5
	Introduction	6
	SECTION 1: Why Ideas Matter	11
	Farms, Factories And Idea Merchants	12
	Why Are Ideaviruses So Important?	21
	And Five Things Ideaviruses Have In Common	22
	Seven Ways An Ideavirus Can Help You	23
	The Sad Decline of Interruption Marketing	24
	We Live In A Winner-Take-Almost-All World	25
	The Traffic Imperative: Why Sites Fail	28
	We Used To Make Food. We Used To Make Stuff. Now We Make Ideas	30
	People Are More Connected Than They Ever Were Before. We Have Dramatically More Friends Of Friends And We Can Connect With Them Faster And More Frequently Than Ever	31
	There's A Tremendous Hunger To Understand The New And To Remain On The Cutting Edge	34
	While Early Adopters (The Nerds Who Always Want To Know About The Cool New Thing In Their Field) Have Always Existed, Now We've Got More Nerds Than Ever Before. If You're Reading This, You're A Nerd!	35
	Ideas Are More Than Just Essays And Books. Everything From New Technology To New Ways Of Creating To New Products Are Winning Because Of Intelligent Ideavirus Management By Their Creators	36
	The End Of The Zero Sum Game	37
	SECTION 2: How To Unleash An Ideavirus	39
	While It May Appear Accidental, It's Possible To Dramatically Increase The Chances Your Ideavirus Will Catch On And Spread	40
	The Heart Of The Ideavirus: Sneezers	41
	Sneezers Are So Important, We Need To Subdivide Them	42
	The Art Of The Promiscuous	47
	It's More Than Just Word Of Mouth	51
	An Ideavirus Adores A Vacuum	52
	Once It Does Spread, An Ideavirus Follows A Lifecycle. Ignore The Lifecycle And The Ideavirus Dies Out. Feed It Properly And You Can Ride It For A Long Time	54
	Viral Marketing Is An Ideavirus, But Not All Ideaviruses Are Viral Marketing	55
	What Does It Take To Build And Spread An Ideavirus?	57
	There Are Three Key Levers That Determine How Your Ideavirus Will Spread:	60
	Ten Questions Ideavirus Marketers Want Answered	64
	Five Ways To Unleash An Ideavirus	65
	SECTION THREE: The Ideavirus Formula	78
	Managing Digitally-Augmented Word Of Mouth	79
	Tweak The Formula And Make It Work	80
	Advanced Riffs On The Eight Variables You Can Tweak In Building Your Virus	85
	Hive	88
	Velocity	92
	Vector	94
	Medium	96
	SMOOTHNESS: It Would All Be Easy If We Had Gorgons	98
	Persistence	100
	Amplifier	102
	SECTION 4: Case Studies and Riffs	104
	The Vindigo Case Study	105
	Saving The World With An Ideavirus	107
	Moving Private To Public	111
	You're In The Fashion Business!	113
	The Money Paradox	117
	Think Like A Music Executive (Sometimes)	119
	Is That Your Final Answer?	121
	A Dozen ideaviruses Worth Thinking About	123
	Why I Love Bestseller Lists	124
	How A Parody Of Star Wars Outsold Star Wars	127
	Wassup?	129
	Judging a book by its cover	131
	Being The Most	133
	In Defense Of World Domination	135
	If You're A Member Of The Academy, You Go To Movies For Free	137
	How An Ideavirus Can Drive The Stock Market	139
	Bumper Sticker Marketing	142
	No, You Go First!	143
	Digital Media Wants to Be Free	145
	Van Gogh Lost His Ear To Prove A Point	148
	Answering Ina's Question	150
	Crossing The Chasm With An Ideavirus	152
	The Myth Of The Tipping Point	156
	The Compounding Effect	158
	Bill Gates' Biggest Nightmare	160
	Hey, Skinny!	164
	Get Big Fast? The Mistake So Many Companies Make	165
	The Heart Of Viral Marketing	168
	The Great Advertising Paradox	171
	Permission: The Missing Ingredient	174
	How A Virus And Permission Team Up To Find Aliens	176
	The Art of Creating an Ideavirus	177
	Is He Really More Evil Than Satan Himself?	178
	Case Study: Why Digimarc Is Going To Fail	179
	Why Are These Cows Laughing?	181
	Never Drink Alone	183
	The Power Of Parody	185
	Bee Stings And The Measles	186
	But Isn't It Obvious?	187
	Your Company's Worst Enemy	189
	Step By Step, Ideavirus Tactics:	192
	The Future Of The Ideavirus: What Happens When Everyone Does It?	194
	Acknowledgments	196

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