Customer Reviews for

Unleashing the Ideavirus

Average Rating 4.5
( 10 )
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  • Anonymous

    Posted May 19, 2007

    A MUST HAVE

    Seth has a way of getting and keeping your attention in a quirky, yet realistic 'no fluff, way. As a marketing consultant, it's always about quickly doubling my clients effectiveness--this book has helped me to TRIPLE my effectiveness

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  • Anonymous

    Posted June 22, 2004

    Packed With Knowledge!

    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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  • Anonymous

    Posted January 2, 2003

    GET INFECTED!!!

    When I came across the "Ideavirus" article by Seth Godin in the August 2000 issue of Fast Company magazine, complete with the ideavirus postcard, I knew I was terminal! When I realized it also came as a full length book - I was completely inoperable. Ideavirus was such an extraordinary source of inspiration that I kept that issue of Fast Company and the postcard to this day. That year, I was charged with creating yet another earth-shattering, planetary orbit-interrupting new product launch public relations campaign for a national consumer healthcare heartburn remedy. Well, let me tell you - over-the-counter/non-prescription heartburn remedies are neither interesting NOR earth-shattering. So what do you do? I personally am unable to do predictable, boring repeats of any kind. I need to constantly improve and make things FRESH. But how do you do that when things start to get "old"? You look for shreds of inspiration, knit them together, and then UNLEASH AN IDEAVIRUS!!!!!!! After identifying my client's product's target audience of "sneezers" and influencers (peer experts) and creating a multi-pronged on and off line dazzlingly strategic creative campaign, it then won an illustrious industry award. Not bad for a $12 to $14 investment, huh? If you don't take yourself or your job too seriously, you can create and unleash an effective ideavirus just like Seth says.

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  • Anonymous

    Posted February 28, 2001

    The Missing Link

    The recent bloodbath among online content peddlers and digital media proselytisers can be traced to two deadly sins. The first was to assume that traffic equals sales. In other words, that a miraculous conversion will spontaneously occur among the hordes of visitors to a web site. It was taken as an article of faith that a certain percentage of this mass will inevitably and nigh hypnotically reach for their bulging pocketbooks and purchase content, however packaged. Moreover, ad revenues (more reasonably) were assumed to be closely correlated with 'eyeballs'. This myth led to an obsession with counters, page hits, impressions, unique visitors, statistics and demographics. It failed, however, to take into account the dwindling efficacy of what Seth Godin, in his brilliant essay ('Unleashing the IdeaVirus'), calls 'Interruption Marketing' - ads, banners, spam and fliers. It also ignored, at its peril, the ethos of free content and open source prevalent among the Internet opinion leaders, movers and shapers. These two neglected aspects of Internet hype and culture led to the trouncing of erstwhile promising web media companies while their business models were exposed as wishful thinking. The second mistake was to exclusively cater to the needs of a highly idiosyncratic group of people (Silicone Valley geeks and nerds). The assumption that the USA (let alone the rest of the world) is Silicone Valley writ large proved to be calamitous to the industry. In the 1970s and 1980s, evolutionary biologists like Richard Dawkins and Rupert Sheldrake developed models of cultural evolution. Dawkins' 'meme' is a cultural element (like a behaviour or an idea) passed from one individual to another and from one generation to another not through biological -genetic means - but by imitation. Sheldrake added the notion of contagion - 'morphic resonance' - which causes behaviour patterns to suddenly emerged in whole populations. Physicists talked about sudden 'phase transitions', the emergent results of a critical mass reached. A latter day thinker, Michael Gladwell, called it the 'tipping point'. Seth Godin invented the concept of an 'ideavirus' and an attendant marketing terminology. In a nutshell, he says, to use his own summation: 'Marketing by interrupting people isn't cost-effective anymore. You can't afford to seek out people and send them unwanted marketing, 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.' This is sound advice with a shaky conclusion. The conversion from exposure to a marketing message (even from peers within a consumer network) - to an actual sale is a convoluted, multi-layered, highly complex process. It is not a 'black box', better left unattended to. It is the same deadly sin all over again - the belief in a miraculous conversion. And it is highly US-centric. People in other parts of the world interact entirely differently. Two successful authors, Melisse J. Rose and Doug Clepp, are now in the process of constructing a web site that will institutionalise 'buzz marketing' (a technique they successfully applied to their own products). They intend to help authors to mine the Internet for readers who will then interact with other readers to generate a favourable 'hum'. As the author of this column can attest - after 500,000 visitors to his web site (http://samvak.tripod.com ) and discussion lists with more than 3000 members - you can get them to visit and you get them to talk and you can get them to excite others. But to get them to buy - is a whole different ballgame. Dot.coms had better begin to study its rules. Sam Vaknin, author of 'Malignant Self Love - Narcissism Revisited'

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  • Anonymous

    Posted August 2, 2000

    As an E-Book or Hardcover, Top-Notch Business Writing

    New York Times bestselling author of 'Permission Marketing', and founder of Yoyodyne - the Internet direct marketer acquired by Yahoo in 1998 - Seth Godin is the man BusinessWeek named 'the ultimate entrepreneur for the Information Age'. With the release of 'Unleashing the Ideavirus', Godin lives up to his reputation by becoming the first bestselling author to release a book in its entirety online, for free, in parallel to its release as a regular hardcover. As an e-book, 'Ideavirus' is available as a PDF file on Godin's ideavirus website, in a Peanut Press edition, and an Express Reader edition from Qvadis for Palm-based devices. 'Unleashing the Ideavirus' is a manifesto that says that in the new economy, ideas that spread fastest win. Its core message is that the best ideas act like viruses, and become contagious. And, contrary to the thesis of traditional marketing, which shapes and controls the dissemination of product information from business to customer, Godin suggests that, instead, information spreads most effectively from customer to customer. Furthermore, the marketer's role is not to market, but to prepare both the 'ideavirus' and an environment most conducive for that idea to replicate and spread. It's a challenging thesis, made even more thought-provoking by the fact that the e-book itself is an ideavirus. And by making the entire book available online, Godin has both set a new standard for successful authors, and challenged the current economics of book publishing and marketing.

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  • Anonymous

    Posted January 20, 2012

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    Posted March 16, 2010

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    Posted November 7, 2009

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  • Anonymous

    Posted October 25, 2008

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  • Anonymous

    Posted December 9, 2010

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