Unleashing the Idea Virus

Seth Godin is an adman's worst nightmare. He has made a career of exposing the limitations of traditional marketing methods while offering his own visionary solutions. Godin's manifesto argues that the marketer should not be at the center of successful marketing, but rather the customer. Godin believes that information is spread most effectively from customer to customer, rather than from business to customer, through a dialogue he calls the ideavirus. In lively detail, Godin looks at the ways companies such as Napster, 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 antivirus (powerful sneeezers, hives, a clear vector, a smooth friction-free transmisision) and shows how any business can use ideavirus marketing to succeed in a world that just doesn't want to hear it anymore from the traditional marketers. Unleashing the Ideavirus is the latest, brashest missive from the front lines of marketing in the twenty-first century.