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Unleashing the Idea Virus: Stop Marketing at People! Turn Your Ideas Into Epidemics (Paperback)

by Seth Godin (Author) "Imagine for a second that you're at your business school reunion, trading lies and bragging about how successful you are and/or are about to become..." (more)

3.9 out of 5 stars See all reviews (78 customer reviews)

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Product Details

Paperback: 240 pages
Publisher: Hyperion (Oct 10 2001)
Language: English
ISBN-10: 0786887176
ISBN-13: 978-0786887170
Product Dimensions: 18.8 x 14 x 1.3 cm
Shipping Weight: 137 g

Average Customer Review: 3.9 out of 5 stars See all reviews (78 customer reviews)

Amazon.ca Sales Rank: #15,843 in Books (See Bestsellers in Books)

Popular in these categories:

#61 in	Books > Health, Mind & Body > Self-Help > Stress Management
#65 in	Books > Business & Investing > Marketing & Sales > Marketing
#65 in	Books > Professional & Technical > Business Management > Marketing & Sales > Marketing

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Product Description

From Amazon.co.uk

Treat a product or service like a human or computer virus, contends online promotion specialist Seth Godin, and it just might become one. In Unleashing the Ideavirus, Godin describes ways to set any viable commercial concept loose among those who are most likely to catch it--and then stand aside as these recipients become infected and pass it along on to others who might do the same. "The future belongs to marketers who establish a foundation and process where interested people can market to each other", he writes. "Ignite consumer networks and then get out of the way and let them talk."

Godin believes that a solid idea is the best route to success in the new century, but one "that just sits there is worthless". Through the magic of "word of mouse", however, the Internet offers a unique opportunity for interested individuals to transmit ideas quickly and easily to others of like mind. Taking up where his previous book Permission Marketing left off, Godin explains in great detail how ideaviruses have been launched by companies such as Napster, Blue Mountain Arts, GeoCities, and Hotmail. He also describes "sneezers" (influential people who spread them), "hives" (populations most willing to receive them) and "smoothness" (the ease with which sneezers can transmit them throughout a hive). In all, an infectious and highly recommended read. --Howard Rothman --This text refers to the Hardcover edition.

From AudioFile

With some hokum, some wisdom, and a great deal of phrase-making, the author discusses effective marketing, which he likens to unleashing an idea virus. The implications of this disease metaphor are bone-chilling, but the author is only packaging some conventional ideas into new mumbo jumbo. He reads gracelessly but inoffensively. Y.R. © AudioFile 2001, Portland, Maine-- Copyright © AudioFile, Portland, Maine --This text refers to an out of print or unavailable edition of this title.

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Inside This Book (Learn More)

First Sentence
Imagine for a second that you're at your business school reunion, trading lies and bragging about how successful you are and/or are about to become. Read the first page

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Customer Reviews

78 Reviews

5 star:		(36)
4 star:		(19)
3 star:		(9)
2 star:		(9)
1 star:		(5)

Average Customer Review

3.9 out of 5 stars (78 customer reviews)

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4.0 out of 5 stars Genious marketing, Mar 21 2006

By	Rupa Maharaj (Toronto, Ontario Canada) - See all my reviews

This review is from: Unleashing the Ideavirus (Hardcover)

This book really helps to point out the faults and implifications of traditional advertising and presents a new form of avertising that is more effective and less costly. This book is really inspirational to small business owners like myself who need to find cost-effective ways to advertise their products, and develop strategies for growth and expansion.

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5.0 out of 5 stars Packed With Knowledge!, Jun 22 2004

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 500 REVIEWER) (REAL NAME)

In Unleashing the Ideavirus, Seth Godin says your idea is contagious, like the flu. But hold on - he's not being insulting. If you think of your idea as a virus, says he, you can "infect" the marketplace by motivating customers to talk about your product. He stretches this metaphor to explain how to captivate powerful "sneezers" so they will spread the word. Not a pretty picture, if you are a literal type of person, but you get the concept. For the right product or service, this is an alternative to advertising (or, as Godin calls it, "interruption marketing"). Though he builds on multi-level marketing concepts, Godin distances himself from their negative image. He writes in a breezy, easy style, with examples, charts and illustrations. If you want to spread the word about this book, we suggest that you just cough politely on someone in marketing, advertising or sales.

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4.0 out of 5 stars Interesting and useful concept, May 19 2004

By	magellan (Santa Clara, CA) - See all my reviews (TOP 100 REVIEWER)

This is a readable and engaging little book on marketing that you can really read in just a few sittings since it's such a quick read. It was interesting to learn about some of the more spectacular marketing successes in recent years and how they were achieved, such as Paypal, Hotmail, Napster, and others. If you're an experienced advertising person you may already be familiar with the basic principles here, but if you're new to the area or are looking for some new ideas or a fresh approach, Godin's book is worth a look.

Godin's main idea, however, is deceptively simple, and it really can be summed up in just a few words. He believes that the most successful marketing campaigns are those that are simply spread by means of word of mouth, from person to person. The product was so "infectious," in other words, that the marketer didn't have to do anything but just get the initial word out, and it spread from there until it became a virtual epidemic of consumer consumption.

There are ways, though, that you can help this process along, such as Steve Jurvetson's idea of including a little promotional message with every person's email advertising their service, which was then sent by all Hotmail customers to everyone they emailed, and it snowballed from there, growing to 12 million users in 18 months.

Godin's enthusiasm for marketing is contagious itself, and in fact he discusses the concept of "sneezers," or people who are able to "infect" others and influence their purchasing decisions through their influence. (As someone with occasionally less than impressive immunity, I would have preferred the author not get quite this cute with the terminology, but oh well :-)). He discusses Oprah Winfrey, who he says is the most successful "sneezer" of our generation in her power to influence millions of people to buy the books from her book clubs and other products, not to mention her ability to make comparative unknowns like Dr. Phil successful media personalities just from the exposure gained on her show.

My only complaint about the book is that, as I said, the idea is pretty simple, and probably have been explained in a much shorter book rather than the actual 197 pages. A lot of the text is spent discussing various examples, which, although interesting, could have been pared down quite a bit. But overall, this is a well written, interesting, and enjoyable book to read on some of the most wildly successful marketing strategies of recent years with some useful ideas for putting them to work in your own business.

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Most recent customer reviews

5.0 out of 5 stars Spread the word... on THIS book!
Seth Godin is the master of marketing THINKING. In this fabulous book, which goes deeper than you think it might, Seth takes apart the anatomy of BUZZ... Read more

Published on May 11 2004 by David Newman

3.0 out of 5 stars 4 stars for content & 2 stars for organization
Unleashing the Ideavirus offers practical ideas on how to spread a marketing message without spending alot of money. Read more

Published on Mar 25 2004 by Living in Budapest

5.0 out of 5 stars Filled with Lots Great Ideas!
There are lots of really great marketing ideas in this book. To implement them is a different story. Read more

Published on Mar 11 2004 by Zev Saftlas

1.0 out of 5 stars Very Disappointed
I am not sure what book others read, but this book was aweful. It is unfortunate because the concept is interesting. Read more

Published on Feb 26 2004