Unleashing the Idea Virus

In 'Unleashing the Ideavirus', Seth Godin explains how companies like Napster and Hotmail have successfully launched idea viruses, which are customer-to-customer dialogues that spread marketing ideas.

Godin provides a recipe for creating your own ideavirus and shows how businesses can use this marketing strategy to succeed in a world that is increasingly resistant to traditional marketing.

He introduces concepts such as 'sneezers' (influential people who spread the ideas), 'hives' (populations most willing to receive them), and 'smoothness' (the ease with which sneezers can transmit them throughout a hive).