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Unleashing the Ideavirus
Seth Godin with Forward by Malcolm Gladwell
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Format: Paperback, 234pp.
Publisher: Do You Zoom, Inc.
Pub. Date: October 2001
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Item No: 9780786887170
Description and Reviews
From The Publisher:
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.
"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
Send us your favorite quotes or passages from this book.
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.
Table of Contents
|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
|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|
|SMOOTHNESS: It Would All Be Easy If We Had Gorgons||98|
|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|
|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|
|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|
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