How to Unleash an Ideavirus 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.
In this brilliant and groundbreaking book, New Yorker writer Malcolm Gladwell looks at why major changes in our society so often happen suddenly and unexpectedly.
Ideas, behavior, messages, and products, he argues, often spread like outbreaks of infectious disease. Just as a single sick person can start an epidemic of the flu, so too can a few fare-beaters and graffiti artists fuel a subway crime wave, or a satisfied customer fill the empty tables of a new restaurant.
These are social epidemics, and the moment when they take off, when they reach their critical mass, is the Tipping Point.
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