the Ideavirus by Seth Godin (Paperback, September 2001). The
#1 most downloaded eBook in history. Get it today. CLICK
Levinson, author of Guerrilla Marketing "Take Leo Burnett,
David Ogilvy, Bill Bernbach and Mark Twain. Combine their brains
and shave their heads. What's left? Seth Godin."
Meyer, director, Ernst & Young Center for Business Innovation,
and co-author of Blur
". . . Unleashing the IdeaVirus informs, instructs, and entertains,
offering the reader both roadmap and owner's manual for the car."
--This text refers to the Paperback edition.
August 26, 2001 Reviewer:
Max More, Ph.D. from Marina del Rey, CA USA
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.
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.
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.
HERE to BUY THE PAPERBACK edition.