Unleashing the Ideavirus
Unleashing the Ideavirus was Seth Godin’s 3rd book (after eMarketing and Permission Marketing) and follows on from Permission Marketing. In Permission Marketing Godin explained how to turn strangers into friends and friends into customers. The book was based on marketing to people who had shown an interest in your product/service.
Interrupting people is an inefficient approach to marketing, and one doomed to failure. Instead marketers should strive to spread ideas. An Ideavirus is an idea that moves and grows and infects everyone it touches. An Ideavirus is based on customers marketing to each other.
The book refers to hives and sneezers. Hives are the groups of people to whom the idea has some specific relevance, sneezers are the people likely to spread your idea. A successful Ideavirus requires the sneezers and weezers infecting the hive.
