Unleashing the Ideavirus Stop Marketing AT

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.

SETH GODIN is a bestselling author, entrepreneur and agent of change. His book Permission Marketing was an Amazon.com Top 100 bestseller for a year, a Fortune Best Business Book and it spent four months on the Business Week bestseller list. It also appeared on The New York Times business book bestseller list. He lives in Westchester County, New York.

Foreword

13

(2)

Introduction

15

(2)

SECTION 1: Why Ideas Matter

17

(30)

Farms, Factories And Idea Merchants

17

(11)

Why Are Ideaviruses So Important?

28

(1)

Five Things Ideaviruses Have In Common

28

(1)

Seven Ways An Ideavirus Can Help You

29

(1)

The Sad Decline of Interruption Marketing

30

(1)

We Live In A Winner-Take-Almost-All World

31

(4)

The Traffic Imperative: Why Sites Fail

35

(2)

We Used To Make Food. We Used To Make Stuff. Now We Make Ideas

37

(1)

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

38

(3)

There's A Tremendous Hunger To Understand The New And To Remain On The Cutting Edge

41

(1)

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!

42

(1)

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

43

(1)

The End Of The Zero Sum Game

44

(3)

SECTION 2: How To Unleash An Ideavirus

47

(46)

While It May Appear Accidental, It's Possible To Dramatically Increase The Chances Your Ideavirus Will Catch On And Spread

47

(1)

The Heart Of The Ideavirus: Sneezers

48

(1)

Sneezers Are So Important, We Need To Subdivide Them

49

(6)

The Art Of The Promiscuous

55

(6)

It's More Than Just Word Of Mouth

61

(1)

An Ideavirus Adores A Vacuum

62

(2)

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

64

(1)

Viral Marketing Is An Ideavirus, But Not All Ideaviruses Are Viral Marketing

65

(2)

What Does It Take To Build And Spread An Ideavirus?

67

(3)

There Are Three Key Levers That Determine How Your Ideavirus Will Spread

70

(5)

Thirteen Questions Ideavirus Marketers Want Answered

75

(1)

Five Ways To Unleash An Ideavirus

76

(17)

SECTION 3: The Ideavirus Formula

93

(26)

Managing Digitally-Augmented Word Of Mouth

93

(1)

Tweak The Formula And Make It Work

94

(7)

Advanced Riffs On The Eight Variables You Can Tweak In Building Your Virus

101

(1)

Sneezers

102

(2)

Hive

104

(4)

Velocity

108

(2)

Vector

110

(2)

Medium

112

(2)

Smoothness

114

(2)

Persistence

116

(1)

Amplifier

117

(2)

SECTION 4: Case Studies and Riffs

119

(94)

The Vindigo Case Study

119

(2)

Saving The World With An Ideavirus

121

(3)

Is Unleashing the Ideavirus An Ideavirus?

124

(1)

Moving Private To Public

125

(2)

You're In The Fashion Business!

127

(5)

The Money Paradox

132

(2)

Think Like A Music Executive (Sometimes)

134

(2)

Is That Your Final Answer?

136

(2)

A Dozen Ideaviruses Worth Thinking About

138

(1)

Why I Love Bestseller Lists

139

(3)

How A Parody Of Star Wars Outsold Star Wars

142

(2)

Wassup?

144

(1)

Judging A Book By Its Cover

145

(2)

Being The Most

147

(1)

In Defense Of World Domination

148

(3)

If You're A Member Of The Academy, You Go To Movies For Free

151

(2)

How An Ideavirus Can Drive The Stock Market

153

(4)

Bumper Sticker Marketing

157

(1)

No, You Go First!

158

(2)

Digital Media Wants to Be Free

160

(3)

Van Gogh Lost His Ear To Prove A Point

163

(2)

But How Would We Make Money?

165

(1)

Crossing The Chasm With An Ideavirus

166

(4)

The Myth Of The Tipping Point

170

(2)

The Compounding Effect

172

(2)

Bill Gates' Biggest Nightmare

174

(5)

Hey, Skinny!

179

(1)

Get Big Fast? The Mistake So Many Companies Make

180

(3)

The Heart Of Viral Marketing

183

(3)

The Great Advertising Paradox

186

(3)

Permission: The Missing Ingredient

189

(2)

How A Virus And Permission Team Up To Find Aliens

191

(1)

The Art of Creating an Ideavirus

192

(1)

Is He Really More Evil Than Satan Himself?

193

(1)

Case Study: Why Digimarc Is Going To Fail

194

(3)

Why Are These Cows Laughing?

197

(2)

Never Drink Alone

199

(2)

The Power Of Parody

201

(1)

Bee Stings And The Measles

202

(2)

But Isn't It Obvious?

204

(1)

Your Company's Worst Enemy

205

(4)

Step By Step, Ideavirus Tactics

209

(1)

The Future Of The Ideavirus: What Happens When Everyone Does It?

210

(3)

Acknowledgments

213

(4)

Afterword

217

(6)

Index

223

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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.

Summary

Author Biography

Table of Contents

Supplemental Materials