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Unleashing the Idea Virus
Explains how to launch big concepts that become very popular across large audiences, emphasizing the power of Internet marketing.
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First published January 1, 2000
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11157 people want to read
About the author
Seth Godin
161 books6,546 followersSeth W. Godin, also known as "F. X. Nine", is an American author and a former dot com business executive.
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November 12, 2018
‘The primary goal of a product or service is not just to satisfy the needs of one user. It has to deliver so much wow, be so cool, so neat and so productive, that the user tells five of their friends.’
They key message when it comes to building a virus-worthy cool product or service, identifying a ‘hive’ and promoting an idea, is the importance of WORDS. Words matter because they are how you start an ideavirus. You have to make it easy for people to ‘get it’ with one glimpse of your website or one phrase in your book review. The words you use have to make them want it – now and forever.
‘One of the key elements in launching an ideavirus is concentrating the message. If just 15% of a group is excited about it, it’s not enough. You only win when you totally dominate and amaze the group you’ve targeted. That’s why focusing obsessively on a niche is what successful idea merchants do.’
In this book, Seth explains how the customer should be placed at the centre of marketing and how to harness the contagious power of information through the art of successful communication.
They key message when it comes to building a virus-worthy cool product or service, identifying a ‘hive’ and promoting an idea, is the importance of WORDS. Words matter because they are how you start an ideavirus. You have to make it easy for people to ‘get it’ with one glimpse of your website or one phrase in your book review. The words you use have to make them want it – now and forever.
‘One of the key elements in launching an ideavirus is concentrating the message. If just 15% of a group is excited about it, it’s not enough. You only win when you totally dominate and amaze the group you’ve targeted. That’s why focusing obsessively on a niche is what successful idea merchants do.’
In this book, Seth explains how the customer should be placed at the centre of marketing and how to harness the contagious power of information through the art of successful communication.
September 10, 2021
There's good advice on marketing, especially online marketing, but the approach is most relevant to products and services that are related to communications (such as online communications tools), or are very public. Small businesses will likely have challenge applying the lessons.
Godin explains how to go beyond word of mouth to spreading an "ideavirus": a big idea that runs amok across the target audience; a fashionable idea that propagates through a section of the population, teaching, changing, and influencing everyone it touches.
Godin frequently cites Hotmail as an example of an ideavirus. Hotmail offered free email, which attracted attention, but it really became an ideavirus because every email included an ad for Hotmail in the email signature. It also helped that Hotmail worked smoothly; it was easy to sign up and use.
Ideavirus Sequence
1. Invent a virus-worthy idea
2. Make it smooth and persistent
3. Incent powerful sneezers
4. Get their permission to follow up
Notes
Consumers actively resist marketing, so stop marketing at them. Create an environment where consumers market to each other. Marketing is about spreading ideas.
Concentrate the message. 1%, or even 15% of the group being excited about your idea is not enough. You must dominate and amaze your target group. Focus obsessively on a geographic, demographic, or psychographic group.
Word of mouth tends to be slower, more analog, and quicker to die off than ideavirus.
Give people a reason to listen, then create an infrastructure that amplifies their ability to spread word of mouth.
Primary goal of a product or service is not just to satisfy needs of one user. It must be so cool and productive that consumer tells 5 friends.
Start by "paying" users to spread ideavirus, and when you reach critical mass, start charging for it.
In viral marketing, the medium carries the message. The more people use it, the more the ideavirus spreads. Examples: Hotmail, VW Beetle, online affiliate programs.
Viral marketing requires that product is communication-focused, or very public.
Rewards go to first, fastest, coolest, very best. You must be brave and bold in creation of products and services.
To get permission to start an ongoing dialog with the user about your products and their needs, create an ideavirus. Create products so dynamic and virus-worthy that you earn attention and permission.
What to do with website visitors:
1. Get permission to follow up. Make it easy for them to learn why they should embrace your idea over time.
2. Make as many supporting manifestos available as possible, to turn consumers from skeptics into converts. Show endorsements, press reviews, criticisms and common objections.
3. Make it easy for consumers to spread ideavirus by providing a multitude of "tell a friend" tools and rewards for spreading word.
Try to convert your idea into a virus that has to do with communication. It's much more likely to go viral. Best is an actual communication tool. Inventing words or musical concepts can work too. Find powerful sneezers and beg, cajole, bribe them to use tool.
Godin explains how to go beyond word of mouth to spreading an "ideavirus": a big idea that runs amok across the target audience; a fashionable idea that propagates through a section of the population, teaching, changing, and influencing everyone it touches.
Godin frequently cites Hotmail as an example of an ideavirus. Hotmail offered free email, which attracted attention, but it really became an ideavirus because every email included an ad for Hotmail in the email signature. It also helped that Hotmail worked smoothly; it was easy to sign up and use.
Ideavirus Sequence
1. Invent a virus-worthy idea
2. Make it smooth and persistent
3. Incent powerful sneezers
4. Get their permission to follow up
Notes
Consumers actively resist marketing, so stop marketing at them. Create an environment where consumers market to each other. Marketing is about spreading ideas.
Concentrate the message. 1%, or even 15% of the group being excited about your idea is not enough. You must dominate and amaze your target group. Focus obsessively on a geographic, demographic, or psychographic group.
Word of mouth tends to be slower, more analog, and quicker to die off than ideavirus.
Give people a reason to listen, then create an infrastructure that amplifies their ability to spread word of mouth.
Primary goal of a product or service is not just to satisfy needs of one user. It must be so cool and productive that consumer tells 5 friends.
Start by "paying" users to spread ideavirus, and when you reach critical mass, start charging for it.
In viral marketing, the medium carries the message. The more people use it, the more the ideavirus spreads. Examples: Hotmail, VW Beetle, online affiliate programs.
Viral marketing requires that product is communication-focused, or very public.
Rewards go to first, fastest, coolest, very best. You must be brave and bold in creation of products and services.
To get permission to start an ongoing dialog with the user about your products and their needs, create an ideavirus. Create products so dynamic and virus-worthy that you earn attention and permission.
What to do with website visitors:
1. Get permission to follow up. Make it easy for them to learn why they should embrace your idea over time.
2. Make as many supporting manifestos available as possible, to turn consumers from skeptics into converts. Show endorsements, press reviews, criticisms and common objections.
3. Make it easy for consumers to spread ideavirus by providing a multitude of "tell a friend" tools and rewards for spreading word.
Try to convert your idea into a virus that has to do with communication. It's much more likely to go viral. Best is an actual communication tool. Inventing words or musical concepts can work too. Find powerful sneezers and beg, cajole, bribe them to use tool.
October 16, 2019
Its sweet and to the point. Very outdated for anyone reading it in the last 10 years but still as affective and important.
January 14, 2012
Seth Godin explores how to turn a good business idea into an infectious "ideavirus" that spreads like wildfire. Early adopters, customers and key influencers, called "sneezers", will spread an ideavirus far more effectively than traditional, interruption-based marketing methods. The trick is to invent a virus-worthy idea, make it smooth and persistent, give powerful sneezers incentive to spread it, and get permission to follow up with its recipients. The key is to carefully identify and choose the right target group, a "hive", in which to unleash the virus, and to design your product idea or company as an ideavirus right from the start. This book provides a method for effective viral marketing or propagation of ideas.
Although many of the stories in this decade-old book are dated, their lessons are still relevant. The author has a breezy style that makes this book a quick, fun and useful read. What's cool is that this book was designed as an ideavirus. Godin's outlines his strategy for making the book an ideavirus on pages 124-5. In reading the book, one experiences first hand the process of creating and receiving an ideavirus. The book embodies its own concepts. It clearly worked because it got me to sneeze Godin's manifesto.
Although many of the stories in this decade-old book are dated, their lessons are still relevant. The author has a breezy style that makes this book a quick, fun and useful read. What's cool is that this book was designed as an ideavirus. Godin's outlines his strategy for making the book an ideavirus on pages 124-5. In reading the book, one experiences first hand the process of creating and receiving an ideavirus. The book embodies its own concepts. It clearly worked because it got me to sneeze Godin's manifesto.
September 30, 2017
I was a little disappointed by this one. I’ve been a pretty big Seth Godin fan for a while now, but this particular book feels a lot more dated than others, thanks partly due to its references to Napster, AOL and Yahoo! being revolutionary. Still, at least it does show that Godin was ahead of the times and on trend even way back when, and some of the ideas here are still applicable in terms of working with “sneezers” – which we now call “influencers“.
I can’t give this one anything lower than a three out of five because I’m pretty sure I would have found this useful if I’d read it five years ago. Unfortunately, I didn’t, and while I would recommend reading some of Godin’s books, this isn’t where I’d start.
In terms of the central concept, it’s basically about how sometimes, as a species, something catches on like a cold and is “sneezed” from one person to another. It’s certainly a believable theory, especially because Godin backs it up with some fairly solid examples. The companies that he mentions might not be relevant anymore, but they certainly were back in their heyday.
And hey, come on. If nothing else, you’ll get a pretty good idea of how far we’ve really come along in the last ten years.
I can’t give this one anything lower than a three out of five because I’m pretty sure I would have found this useful if I’d read it five years ago. Unfortunately, I didn’t, and while I would recommend reading some of Godin’s books, this isn’t where I’d start.
In terms of the central concept, it’s basically about how sometimes, as a species, something catches on like a cold and is “sneezed” from one person to another. It’s certainly a believable theory, especially because Godin backs it up with some fairly solid examples. The companies that he mentions might not be relevant anymore, but they certainly were back in their heyday.
And hey, come on. If nothing else, you’ll get a pretty good idea of how far we’ve really come along in the last ten years.
July 31, 2017
Reading this book has reminded me of a couple of things. Generally, I read business books because they are professionally useful rather than literary masterpieces - and I grade them according to this expectation. Secondly, how hard in this era of turbulent change it is to write a book with lasting appeal.
I probably am reading this book too late as it was originally published in 2001 and it's now 2017. It is full of interesting useful advice, but it feels so dated - examples like how brilliant yahoo, hotmail and palm pilots are, are much of the problem. If they were so great, where are they now? But scrape below the specific examples and technical references and I still think there are some good ideas here - perhaps not unique or novel, but maybe they were 16 years ago.
Godin is deliberately contentious and uses a lot if hyperbole which some people love, but I find irritating. But it's an easy read, he is no doubt a smart guy, and I very much doubt he cares what I think!
I probably am reading this book too late as it was originally published in 2001 and it's now 2017. It is full of interesting useful advice, but it feels so dated - examples like how brilliant yahoo, hotmail and palm pilots are, are much of the problem. If they were so great, where are they now? But scrape below the specific examples and technical references and I still think there are some good ideas here - perhaps not unique or novel, but maybe they were 16 years ago.
Godin is deliberately contentious and uses a lot if hyperbole which some people love, but I find irritating. But it's an easy read, he is no doubt a smart guy, and I very much doubt he cares what I think!
September 30, 2020
Better to read this book after Permission Marketing..
Yes it's outdated but some ideas are still catchy..
Hoping to implement those ideas soon..
Yes it's outdated but some ideas are still catchy..
Hoping to implement those ideas soon..
March 1, 2020
Read it 19 years too late, and found it mostly unintentionally funny because of the references. But I'm sure it was fresh in its day. Still, if for some reason you feel like checking it out, it wasn't a bad experience. And it was a quick read. But I'd much rather recommend Seth's blog. He writes every single day, and it's mostly thought-provoking.
April 9, 2020
I went through a period of time many years ago where I voraciously read a lot of Seth Godin's books. It was interesting to read this now and see how dated the book is and how much I have grown away from some of Godin's ideas about marketing.
September 21, 2007
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 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 an out of print or unavailable edition of this title.
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 an out of print or unavailable edition of this title.
May 25, 2010
All of those who read this book in order to find a formula or even a guideline are in for a disappointment. This is not a textbook, this is a book written to give one an idea. The book does not teach you how, or why, it opens up a whole new way of thinking and gives the reader new directions to embrace change, and follow new ideas in order to take the business in a new direction.
This book has given me many things to think about, I view the marketing department in a whole new way, and as someone who has a say in the company, I even bring out new ideas which break the mold and take the company into a new direction.
This book has given me the tools to come up with those ideas.
This book has given me many things to think about, I view the marketing department in a whole new way, and as someone who has a say in the company, I even bring out new ideas which break the mold and take the company into a new direction.
This book has given me the tools to come up with those ideas.
July 15, 2011
I usually like Godin's writing, but this book is embarrassingly useless.
July 30, 2013
Author gives you his thesis early, and then gives you 200 pages worth of examples and nuances on target audiences, etc. Nothing to see here, folks, move along.
June 16, 2012
An inspiring must-read If yo are in communication.
December 15, 2023
Viet Nam da thanh lap doan the thao | Luongson
Sau lúc công bố danh sách chung cục vào ngày 31 tháng 8, Đoàn thể thao Việt Nam đã sẵn sàng để tham gia Đại hội Thể thao Châu Á lần thứ 19 (ASIAD) năm nay, diễn ra tại Trung Quốc. Đoàn thể thao Việt Nam gồm 337 vận cổ vũ, 90 tập huấn viên, 11 chuyên gia nước ngoài, 12 thầy thuốc và rộng rãi quan chức và nhân viên khác. Lương Sơn TV
Việt Nam tham gia 31 bộ môn thể thao tại Đại hội Thể thao Châu Á
Việt Nam sẽ gửi đoàn thể thao gồm 504 người để tham gia Đại hội Thể thao châu Á lần thứ 19 (ASIAD) vào tháng sau tại Trung Quốc. Đoàn thể thao này sẽ được dẫn đầu bởi trưởng đoàn Đặng Hà Việt, Giám đốc Sở Thể thao Việt Nam, có sự giúp đỡ của hai Phó trưởng đoàn là Hoàng Quốc Vinh và Ngô Ích Quân.
các vận động viên Việt Nam sẽ tham gia tranh tài trong 31 môn thể thao trong tổng số 40 môn - bao gồm 61 bộ môn và 482 sự kiện Đại hội Thể thao - tại tỉnh Hàng Châu, nơi sẽ đón chào hơn 12.527 vận cổ vũ tới từ 45 quốc gia và vùng cương vực châu Á.
Ngoài đoàn thể thao do Nhà nước bảo trợ, các đội e-sport, tennis mềm và khiêu vũ thể thao sẽ đi Trung Quốc nhờ nguồn tài trợ từ xã hội.
Xem thêm bài viết: Đội tuyển nữ Việt Nam lập mưu hoạch phù hợp cho Asiad 19 mà không tiêu dùng các cầu thủ bậc nhất
các vận động viên sẽ xuất hành đi Trung Quốc dựa trên lịch thi đấu của mình, nhưng đội chính sẽ lên đường vào ngày 20 tháng 9. Vận động viên bơi lội Numen Hay Hang sẽ với cờ quốc gia trong lễ mở màn.
mục tiêu gần tới tại Đại hội Thể thao
Việt Nam đặt tiêu chí giành được tối đa năm huy chương vàng, số lượng tương đương có kết quả của họ tại Đại hội Thể thao ASIAD trước ấy vào năm 2018. Đây là 1 nhiệm vụ cạnh tranh khi đội đã phải đối mặt với rộng rãi thách thức trong thời kỳ chuẩn bị.
hiện trạng các vđv
Vận động viên vượt xa của môn nhảy đầm xa, Bùi Thị Thu Thảo, đã ko hồi phục từ chấn thương, làm giảm hiệu suất thi đấu của cô và cô cũng đã già hơn năm tuổi kể diễn ra từ lần trước hết đứng trên bục cao nhất. Trong cuộc thi vừa mới đây nhất tại giải vô địch châu Á vào giữa tháng 7, cô nhảy đầm 6,22m để xếp thứ tám. Trước đấy, cựu vô địch châu Á chỉ đạt được 6,13m để giành huy chương bạc tại SEA Games lần thứ 32 vào tháng 5.
Kết quả này tốt hơn toàn bộ so có kỷ lục đất nước của cô, là 6,68m mà cô thiết lập tại SEA Games lần thứ 29 năm 2017 tại Malaysia. Tại ASIAD trước đó, Thảo dancing 6,55m.
Đội chèo thuyền nữ ko có dịp bảo vệ danh hiệu chèo thuyền tứ đồ nhẹ 2.000m, vì sự kiện này sẽ không được tổ chức trong năm nay. Như vậy, đội pencak silat cũng chẳng thể tham gia tranh tài vì sự kiện này cũng ko đơn vị.
ngoài ra, cũng với các tin mừng khi vận khích lệ Quách Thị Lan đã giành huy chương vàng trong môn chạy 400m vượt rào nữ sau lúc vận động viên đoạt huy chương vàng ban đầu, Kemi Adekoya của Bahrain, bị tước huy chương vì vi phạm doping. Không những thế, chính Lan cũng đang đối mặt mang án cấm vì tiêu dùng chất cấm và sẽ không thể tham gia Đại hội Thể thao ASIAD.
Tóm lại
dù rằng gặp phải những thách thức này, Việt Nam đã trình bày tiềm năng nổi bật để giành huy chương vàng trong phổ quát môn thể thao khác nhau, bao gồm bắn súng, cờ tướng, sepak takraw (đá bóng bằng tre), karate, đua xe đạp, cử tạ và bắn cung. Các vận cổ vũ Việt Nam đã đạt được những thành tích đáng chú ý trong những cuộc thi quốc tế cách đây không lâu.
Đại hội thể thao Châu Á ko chỉ là 1 sự kiện thể thao quan yếu, mà còn là một cơ hội để tất cả quốc gia và vùng lãnh thổ châu Á hội tụ, chia sẻ kinh nghiệm và tạo lập các mối quan hệ mới. Đại hội Thể thao ASIAD 19 đã tạo ra một ko khí đoàn kết và cộng tác giữa các quốc gia tham dự, suy tôn ý thức thể thao và gửi thông điệp về hòa bình, tình hữu nghị và tiến bộ.
Xem thêm cùng https://luongson.news
Link trực tiếp Bóng đá UEFA Champions League
Link trực tiếp Bóng đá UEFA Europa League
Sau lúc công bố danh sách chung cục vào ngày 31 tháng 8, Đoàn thể thao Việt Nam đã sẵn sàng để tham gia Đại hội Thể thao Châu Á lần thứ 19 (ASIAD) năm nay, diễn ra tại Trung Quốc. Đoàn thể thao Việt Nam gồm 337 vận cổ vũ, 90 tập huấn viên, 11 chuyên gia nước ngoài, 12 thầy thuốc và rộng rãi quan chức và nhân viên khác. Lương Sơn TV
Việt Nam tham gia 31 bộ môn thể thao tại Đại hội Thể thao Châu Á
Việt Nam sẽ gửi đoàn thể thao gồm 504 người để tham gia Đại hội Thể thao châu Á lần thứ 19 (ASIAD) vào tháng sau tại Trung Quốc. Đoàn thể thao này sẽ được dẫn đầu bởi trưởng đoàn Đặng Hà Việt, Giám đốc Sở Thể thao Việt Nam, có sự giúp đỡ của hai Phó trưởng đoàn là Hoàng Quốc Vinh và Ngô Ích Quân.
các vận động viên Việt Nam sẽ tham gia tranh tài trong 31 môn thể thao trong tổng số 40 môn - bao gồm 61 bộ môn và 482 sự kiện Đại hội Thể thao - tại tỉnh Hàng Châu, nơi sẽ đón chào hơn 12.527 vận cổ vũ tới từ 45 quốc gia và vùng cương vực châu Á.
Ngoài đoàn thể thao do Nhà nước bảo trợ, các đội e-sport, tennis mềm và khiêu vũ thể thao sẽ đi Trung Quốc nhờ nguồn tài trợ từ xã hội.
Xem thêm bài viết: Đội tuyển nữ Việt Nam lập mưu hoạch phù hợp cho Asiad 19 mà không tiêu dùng các cầu thủ bậc nhất
các vận động viên sẽ xuất hành đi Trung Quốc dựa trên lịch thi đấu của mình, nhưng đội chính sẽ lên đường vào ngày 20 tháng 9. Vận động viên bơi lội Numen Hay Hang sẽ với cờ quốc gia trong lễ mở màn.
mục tiêu gần tới tại Đại hội Thể thao
Việt Nam đặt tiêu chí giành được tối đa năm huy chương vàng, số lượng tương đương có kết quả của họ tại Đại hội Thể thao ASIAD trước ấy vào năm 2018. Đây là 1 nhiệm vụ cạnh tranh khi đội đã phải đối mặt với rộng rãi thách thức trong thời kỳ chuẩn bị.
hiện trạng các vđv
Vận động viên vượt xa của môn nhảy đầm xa, Bùi Thị Thu Thảo, đã ko hồi phục từ chấn thương, làm giảm hiệu suất thi đấu của cô và cô cũng đã già hơn năm tuổi kể diễn ra từ lần trước hết đứng trên bục cao nhất. Trong cuộc thi vừa mới đây nhất tại giải vô địch châu Á vào giữa tháng 7, cô nhảy đầm 6,22m để xếp thứ tám. Trước đấy, cựu vô địch châu Á chỉ đạt được 6,13m để giành huy chương bạc tại SEA Games lần thứ 32 vào tháng 5.
Kết quả này tốt hơn toàn bộ so có kỷ lục đất nước của cô, là 6,68m mà cô thiết lập tại SEA Games lần thứ 29 năm 2017 tại Malaysia. Tại ASIAD trước đó, Thảo dancing 6,55m.
Đội chèo thuyền nữ ko có dịp bảo vệ danh hiệu chèo thuyền tứ đồ nhẹ 2.000m, vì sự kiện này sẽ không được tổ chức trong năm nay. Như vậy, đội pencak silat cũng chẳng thể tham gia tranh tài vì sự kiện này cũng ko đơn vị.
ngoài ra, cũng với các tin mừng khi vận khích lệ Quách Thị Lan đã giành huy chương vàng trong môn chạy 400m vượt rào nữ sau lúc vận động viên đoạt huy chương vàng ban đầu, Kemi Adekoya của Bahrain, bị tước huy chương vì vi phạm doping. Không những thế, chính Lan cũng đang đối mặt mang án cấm vì tiêu dùng chất cấm và sẽ không thể tham gia Đại hội Thể thao ASIAD.
Tóm lại
dù rằng gặp phải những thách thức này, Việt Nam đã trình bày tiềm năng nổi bật để giành huy chương vàng trong phổ quát môn thể thao khác nhau, bao gồm bắn súng, cờ tướng, sepak takraw (đá bóng bằng tre), karate, đua xe đạp, cử tạ và bắn cung. Các vận cổ vũ Việt Nam đã đạt được những thành tích đáng chú ý trong những cuộc thi quốc tế cách đây không lâu.
Đại hội thể thao Châu Á ko chỉ là 1 sự kiện thể thao quan yếu, mà còn là một cơ hội để tất cả quốc gia và vùng lãnh thổ châu Á hội tụ, chia sẻ kinh nghiệm và tạo lập các mối quan hệ mới. Đại hội Thể thao ASIAD 19 đã tạo ra một ko khí đoàn kết và cộng tác giữa các quốc gia tham dự, suy tôn ý thức thể thao và gửi thông điệp về hòa bình, tình hữu nghị và tiến bộ.
Xem thêm cùng https://luongson.news
Link trực tiếp Bóng đá UEFA Champions League
Link trực tiếp Bóng đá UEFA Europa League
November 24, 2025
(The English review is placed beneath the Russian one)
Пока читал книгу, постоянно задавался вопросом, а не инфоцигана ли я читаю? Идея, что лежит в основании книги настольно банальная, настолько очевидная, что порой кажется, что читаешь прямой аналог «чтобы разбогатеть, нужно разрешить себе быть богатым». Правда, что меня просто убило наповал, так это заявление автора, что «вирус» идея лежала в основе успеха книг про Гарри Поттера. Серьёзно? А я всё это время думал, что успех этих книг, этой серии объясняется качеством самих книг, т.е. умело написанный сюжетом, включая героев книги, местом действия, интригой и пр. Вот, кстати, эта цитата.
Compare this to the Harry Potter phenomenon… the bestselling books of the last few years, created just because kids told kids. A classic ideavirus, and one that initially grew with no promotion at all from the publisher.
Получается, что любой успех продукта можно объяснить наличием некой вирусной идеи. В таком случаи, книга (автор) говорит просто об очевидных вещах. Разумеется, если продукт (товар или услуга) хочет стать коммерчески успешными, он должен обладать таким свойством, которое бы не только привлекло много покупателей, но и «заставило» бы этих покупателей рассказывать об этом товаре или услуге своим друзьями, т.е. осуществлять маркетинг молвы или маркетинг из уст в уста. Извините меня, но это понимает даже ребёнок и для этого не нужно писать целую книгу. В общем, у продукта должна быть некая идея, вирусная идея, благодаря чему покупатели будут сами рекламировать (продвигать) ваш продукт.
The alternative—focusing on people who can promote your site, affiliate programs, unique promotions and building wow, zing and magic into the site—is just too much work for most sites.
Всё это слишком очевидно чтобы для этого писать и издавать целую книгу. Ну а для тех читателей кто ознакомлен с основами маркетинга, это вообще базовая информация.
While reading the book, I kept wondering whether I was reading a piece of infotainment. The idea underlying the book is so banal, so obvious, that at times it seems like you are reading a direct analogue of “to get rich, you need to allow yourself to be rich.” What really killed me was the author's statement that the “virus” idea was the basis for the success of the Harry Potter books. Seriously? All this time, I thought the success of these books, this series, was due to the quality of the books themselves, i.e., a skillfully written plot, including the characters, the setting, the intrigue, etc. Here, by the way, is the quote.
Compare this to the Harry Potter phenomenon… the bestselling books of the last few years, created just because kids told kids. A classic ideavirus, and one that initially grew with no promotion at all from the publisher.
It turns out that any product's success can be explained by the presence of a certain viral idea. In such cases, the book (author) simply states the obvious. Of course, if a product (good or service) wants to be commercially successful, it must have a feature that not only attracts many buyers, but also “forces” these buyers to tell their friends about this product or service, i.e., to carry out word-of-mouth marketing. Excuse me, but even a child understands this, and you don't need to write a whole book about it. In general, a product must have a certain idea, a viral idea, thanks to which buyers will advertise (promote) your product themselves.
The alternative—focusing on people who can promote your site, affiliate programs, unique promotions and building wow, zing and magic into the site—is just too much work for most sites.
All of this is too obvious to write and publish an entire book about. And for those readers who are familiar with the basics of marketing, this is basic information.
Пока читал книгу, постоянно задавался вопросом, а не инфоцигана ли я читаю? Идея, что лежит в основании книги настольно банальная, настолько очевидная, что порой кажется, что читаешь прямой аналог «чтобы разбогатеть, нужно разрешить себе быть богатым». Правда, что меня просто убило наповал, так это заявление автора, что «вирус» идея лежала в основе успеха книг про Гарри Поттера. Серьёзно? А я всё это время думал, что успех этих книг, этой серии объясняется качеством самих книг, т.е. умело написанный сюжетом, включая героев книги, местом действия, интригой и пр. Вот, кстати, эта цитата.
Compare this to the Harry Potter phenomenon… the bestselling books of the last few years, created just because kids told kids. A classic ideavirus, and one that initially grew with no promotion at all from the publisher.
Получается, что любой успех продукта можно объяснить наличием некой вирусной идеи. В таком случаи, книга (автор) говорит просто об очевидных вещах. Разумеется, если продукт (товар или услуга) хочет стать коммерчески успешными, он должен обладать таким свойством, которое бы не только привлекло много покупателей, но и «заставило» бы этих покупателей рассказывать об этом товаре или услуге своим друзьями, т.е. осуществлять маркетинг молвы или маркетинг из уст в уста. Извините меня, но это понимает даже ребёнок и для этого не нужно писать целую книгу. В общем, у продукта должна быть некая идея, вирусная идея, благодаря чему покупатели будут сами рекламировать (продвигать) ваш продукт.
The alternative—focusing on people who can promote your site, affiliate programs, unique promotions and building wow, zing and magic into the site—is just too much work for most sites.
Всё это слишком очевидно чтобы для этого писать и издавать целую книгу. Ну а для тех читателей кто ознакомлен с основами маркетинга, это вообще базовая информация.
While reading the book, I kept wondering whether I was reading a piece of infotainment. The idea underlying the book is so banal, so obvious, that at times it seems like you are reading a direct analogue of “to get rich, you need to allow yourself to be rich.” What really killed me was the author's statement that the “virus” idea was the basis for the success of the Harry Potter books. Seriously? All this time, I thought the success of these books, this series, was due to the quality of the books themselves, i.e., a skillfully written plot, including the characters, the setting, the intrigue, etc. Here, by the way, is the quote.
Compare this to the Harry Potter phenomenon… the bestselling books of the last few years, created just because kids told kids. A classic ideavirus, and one that initially grew with no promotion at all from the publisher.
It turns out that any product's success can be explained by the presence of a certain viral idea. In such cases, the book (author) simply states the obvious. Of course, if a product (good or service) wants to be commercially successful, it must have a feature that not only attracts many buyers, but also “forces” these buyers to tell their friends about this product or service, i.e., to carry out word-of-mouth marketing. Excuse me, but even a child understands this, and you don't need to write a whole book about it. In general, a product must have a certain idea, a viral idea, thanks to which buyers will advertise (promote) your product themselves.
The alternative—focusing on people who can promote your site, affiliate programs, unique promotions and building wow, zing and magic into the site—is just too much work for most sites.
All of this is too obvious to write and publish an entire book about. And for those readers who are familiar with the basics of marketing, this is basic information.
November 29, 2023
The concept of ideaviruses and leveraging the power of word-of-mouth marketing.
1. **Ideaviruses Defined:**
- An ideavirus is a marketing idea that spreads and grows like a virus, passing from person to person. It is a concept that has the potential to become widely adopted and shared.
2. **Turning Customers into Marketers:**
- The book advocates for a shift from traditional marketing methods to empowering customers to become active participants in spreading ideas. This is achieved by creating ideas that customers are excited to share.
3. **The Power of Word-of-Mouth:**
- Word-of-mouth marketing is a powerful force that can propel an idea or product to success. The book emphasizes the importance of creating ideas that people naturally want to talk about and share.
4. **The Idea Diffusion Process:**
- Godin outlines a process for ideavirus diffusion, from the innovators and early adopters to the early majority and late majority. Understanding this process helps in crafting strategies for idea spread.
5. **Creating Remarkable Ideas:**
- Remarkable ideas are those that stand out and are worthy of being remarked upon. The book encourages marketers to focus on creating ideas that are unique, valuable, and memorable.
6. **Seeding the Ideavirus:**
- To start an ideavirus, it's essential to seed the initial group of influencers who will spread the idea. These influencers play a crucial role in initiating the viral spread.
7. **Removing Barriers to Spread:**
- Identify and remove barriers that may hinder the spread of the ideavirus. This involves making it easy for people to share and ensuring the idea aligns with their values.
8. **Feedback and Iteration:**
- Constant feedback and iteration are key components of successful ideavirus campaigns. Marketers should be open to adapting the idea based on how it is received and shared.
9. **The Role of Technology:**
- Technology, especially digital platforms and social media, plays a significant role in accelerating the spread of ideaviruses. Leveraging technology enhances the reach and impact of the idea.
10. **Measuring Success:**
- Success in unleashing an ideavirus is measured by the extent to which the idea spreads organically and gains momentum. Tracking its reach and impact helps refine future marketing strategies.
"Unleashing the Ideavirus" provides a framework for marketers to create ideas that naturally spread from person to person, leveraging the power of word-of-mouth marketing in the digital age.
1. **Ideaviruses Defined:**
- An ideavirus is a marketing idea that spreads and grows like a virus, passing from person to person. It is a concept that has the potential to become widely adopted and shared.
2. **Turning Customers into Marketers:**
- The book advocates for a shift from traditional marketing methods to empowering customers to become active participants in spreading ideas. This is achieved by creating ideas that customers are excited to share.
3. **The Power of Word-of-Mouth:**
- Word-of-mouth marketing is a powerful force that can propel an idea or product to success. The book emphasizes the importance of creating ideas that people naturally want to talk about and share.
4. **The Idea Diffusion Process:**
- Godin outlines a process for ideavirus diffusion, from the innovators and early adopters to the early majority and late majority. Understanding this process helps in crafting strategies for idea spread.
5. **Creating Remarkable Ideas:**
- Remarkable ideas are those that stand out and are worthy of being remarked upon. The book encourages marketers to focus on creating ideas that are unique, valuable, and memorable.
6. **Seeding the Ideavirus:**
- To start an ideavirus, it's essential to seed the initial group of influencers who will spread the idea. These influencers play a crucial role in initiating the viral spread.
7. **Removing Barriers to Spread:**
- Identify and remove barriers that may hinder the spread of the ideavirus. This involves making it easy for people to share and ensuring the idea aligns with their values.
8. **Feedback and Iteration:**
- Constant feedback and iteration are key components of successful ideavirus campaigns. Marketers should be open to adapting the idea based on how it is received and shared.
9. **The Role of Technology:**
- Technology, especially digital platforms and social media, plays a significant role in accelerating the spread of ideaviruses. Leveraging technology enhances the reach and impact of the idea.
10. **Measuring Success:**
- Success in unleashing an ideavirus is measured by the extent to which the idea spreads organically and gains momentum. Tracking its reach and impact helps refine future marketing strategies.
"Unleashing the Ideavirus" provides a framework for marketers to create ideas that naturally spread from person to person, leveraging the power of word-of-mouth marketing in the digital age.
January 19, 2020
This book is 20 years old at the point of me reading it... WOW
The key message in these blinks:
To succeed in the modern economy, you have to create and spread compelling ideas, not just physical products and services. The most effective way to spread them is to turn them into ideaviruses. These allow you to bypass traditional advertising, which is no longer an effective approach to marketing. To unleash an ideavirus, you have to select the right hive, find the right sneezers, and make sure the idea of your product or service can be as smoothly transmitted as possible.
What to read next:
Poke the Box, by Seth Godin
You’ve just learned about turning an idea into an ideavirus – but how do you develop a good idea for a product or service in the first place? You’ve surely heard the expression “think outside the box.” Well, Seth Godin has another suggestion: Go one step farther, and poke the box!
To explain what he means by this, Godin tells the story of an electronic, box-shaped toy that his uncle invented for his cousin. It had various buttons on it, and depending on how you pressed them, you’d produce different combinations of light and sound. The point of it was to poke around and see what happens. And that’s precisely what you need to do to come up with an innovative idea!
To learn more about how to adopt this playful approach to idea development, check out our blinks to Poke the Box, by Seth Godin.
The key message in these blinks:
To succeed in the modern economy, you have to create and spread compelling ideas, not just physical products and services. The most effective way to spread them is to turn them into ideaviruses. These allow you to bypass traditional advertising, which is no longer an effective approach to marketing. To unleash an ideavirus, you have to select the right hive, find the right sneezers, and make sure the idea of your product or service can be as smoothly transmitted as possible.
What to read next:
Poke the Box, by Seth Godin
You’ve just learned about turning an idea into an ideavirus – but how do you develop a good idea for a product or service in the first place? You’ve surely heard the expression “think outside the box.” Well, Seth Godin has another suggestion: Go one step farther, and poke the box!
To explain what he means by this, Godin tells the story of an electronic, box-shaped toy that his uncle invented for his cousin. It had various buttons on it, and depending on how you pressed them, you’d produce different combinations of light and sound. The point of it was to poke around and see what happens. And that’s precisely what you need to do to come up with an innovative idea!
To learn more about how to adopt this playful approach to idea development, check out our blinks to Poke the Box, by Seth Godin.
April 7, 2018
This is one of those books that have to be read at a point in time. Just like the author proposes, the ideas and the techniques (or the ideavirus as the author calls it - ideavirus is known as memes to laypeople) in the book are a little past their prime. They might have been more relevant when the book was published. Also the effect of the book was less pronounced on me due to some of the ideas in the book have been covered before in Malcolm Gladwell's Tipping Point (more genrically) or Geoffrey Moore's Crossing the Chasm (More targeted towards early-stage startups and has more rigourous analysis of the similar ideas).
One of the things I liked about the book is it's self referential. Seth Godin refers to the ideas in the book and how he wants them to spread. Then he has a number of hooks to make it viral. Last but not the least, in the afterword, he does a honest evaluation of experimenting with his techniques and how he failed and why.
Nevertheless the some ideas in the book are still relevant though the terminology used in the book is no longer relevant and has not caught on (in the words of the author, the ideavirus has failed to catch on). The book does get repetitive after a while though the author keeps on pushing the narrative along with short chapters and some good examples. A good worthwhile read but don't expect to be dazzled with it.
One of the things I liked about the book is it's self referential. Seth Godin refers to the ideas in the book and how he wants them to spread. Then he has a number of hooks to make it viral. Last but not the least, in the afterword, he does a honest evaluation of experimenting with his techniques and how he failed and why.
Nevertheless the some ideas in the book are still relevant though the terminology used in the book is no longer relevant and has not caught on (in the words of the author, the ideavirus has failed to catch on). The book does get repetitive after a while though the author keeps on pushing the narrative along with short chapters and some good examples. A good worthwhile read but don't expect to be dazzled with it.
January 21, 2023
Halfway through he admits that what he calls "ideaviruses" are really called "memes," a word coined by Richard Dawkins. So, why didn't he just call them memes? First, he couldn't copyright that word, and Godin's shtick is to sell repackaged ideas as his own. Second, he wanted to extend the metaphor and refer to what we now call "influencers" as "sneezers," a word I am deeply thankful did not catch on. His writing style is clear, and he explains things well enough, but Godin tries too hard to be zany.
The general premise of the book is still relevant, but the examples are now mostly out of date. Half the companies mentioned are long-gone, and some that he promoted as revolutionary became foolish in retrospect. The ideas behind this book have been so thoroughly absorbed into our modern culture, that most of it would now be considered common sense. I suppose that could be taken as praise for this book, but I'm not sure that it should be credited more than the legions of young creators who did the actual work of producing our digital cultural touchstones.
This book would be very interesting for those who wish to reminisce about internet business culture around the turn of the millenium.
The general premise of the book is still relevant, but the examples are now mostly out of date. Half the companies mentioned are long-gone, and some that he promoted as revolutionary became foolish in retrospect. The ideas behind this book have been so thoroughly absorbed into our modern culture, that most of it would now be considered common sense. I suppose that could be taken as praise for this book, but I'm not sure that it should be credited more than the legions of young creators who did the actual work of producing our digital cultural touchstones.
This book would be very interesting for those who wish to reminisce about internet business culture around the turn of the millenium.
November 13, 2018
La premisa del libro es interesante: una idea se puede contagiar como un virus para hacer que tu producto (o idea o servicio) sea conocido, en lugar de utilizar anuncios.
El problema con el libro es que no ha envejecido nada bien. Fue escrito en 2001 y la mayoría de las compañías y servicios que menciona como ejemplos ejemplares de cómo contagiar el ideavirus, ahora o ya no existen o han quedado muy rezagados en comparación con sus (nuevos) competidores.
Mi intención al leer este libro era encontrar la manera de crear un ideavirus para poder ponerlo en práctica en mi negocio de coaching. Sin embargo, he terminado de leer el libro y ya se me ha olvidado todo lo que he leído.
Una lástima, porque Godin tiene artículos bastante interesantes en su blog.
Sólo te lo recomiendo si eres súper fan de Godin (y porque te lo puedes descargar gratis en su web).
El problema con el libro es que no ha envejecido nada bien. Fue escrito en 2001 y la mayoría de las compañías y servicios que menciona como ejemplos ejemplares de cómo contagiar el ideavirus, ahora o ya no existen o han quedado muy rezagados en comparación con sus (nuevos) competidores.
Mi intención al leer este libro era encontrar la manera de crear un ideavirus para poder ponerlo en práctica en mi negocio de coaching. Sin embargo, he terminado de leer el libro y ya se me ha olvidado todo lo que he leído.
Una lástima, porque Godin tiene artículos bastante interesantes en su blog.
Sólo te lo recomiendo si eres súper fan de Godin (y porque te lo puedes descargar gratis en su web).
October 5, 2017
He shared some interesting ideas. It seems he was one of the pioneers of "viral marketing" before social networks.
It was difficult to get past his rants about many ventures he used as examples and predicted would be amazingly successful, which have since amazingly failed. He also predicted what he called "interruption marketing" (traditional advertising including TV ads) would die--and that hasn't quite seemed to be happening, at least not yet.
I was inspired to: make it smooth for customers to share my idea with each other, to look to find and fill a "vacuum" which has no existing solution, to target communications tools, and to exploit opportunities around music sharing, intellectual property, and managing payment for digital content (which "wants to be free").
It was difficult to get past his rants about many ventures he used as examples and predicted would be amazingly successful, which have since amazingly failed. He also predicted what he called "interruption marketing" (traditional advertising including TV ads) would die--and that hasn't quite seemed to be happening, at least not yet.
I was inspired to: make it smooth for customers to share my idea with each other, to look to find and fill a "vacuum" which has no existing solution, to target communications tools, and to exploit opportunities around music sharing, intellectual property, and managing payment for digital content (which "wants to be free").
July 3, 2018
Great book on viral marketing. Many of the reviews I’m reading are yammering on about how it’s outdated. Of course it’s outdated, it was published 18 years ago. Nothing stays completely relevant for that long but the message still rings true. I wonder what happened to some of the fallen companies that were mention in this book. Maybe they would still be relevant if they adapted to the ever-changing world of marketing. After being prompted by my curiosity, I did read Vindigo was shut down in 2008 after being bought by an outside investment company. Vindigo could have been Yelp. Palm could have kept the pace with the iPhone. It’s all about adaptation to your environment. I love Seth’s books and would recommend this to anyone interested in marketing.
October 19, 2021
Unleashing Idea Virus is mostly lent on the idea of viral marketing.
So this is my assessment of the book Unleashing Idea Virus by Seth Godin according to my 8 criteria:
1. Related to practice - 4 stars
2. It prevails important - 3 stars
3. I agree with the read - 4 stars
4. not difficult to read (as for non English native) - 4 stars
5. Too long (more than 500 pages) - short and concise (150-200 pages) - 3 stars
6. Boring - every sentence is interesting - 3 stars
7. Learning opportunity - 3 stars
8. Dry and uninspired style of writing - Smooth style with humouristic and fun parts - 3 stars
Total 3.375 stars
───────────────
So this is my assessment of the book Unleashing Idea Virus by Seth Godin according to my 8 criteria:
1. Related to practice - 4 stars
2. It prevails important - 3 stars
3. I agree with the read - 4 stars
4. not difficult to read (as for non English native) - 4 stars
5. Too long (more than 500 pages) - short and concise (150-200 pages) - 3 stars
6. Boring - every sentence is interesting - 3 stars
7. Learning opportunity - 3 stars
8. Dry and uninspired style of writing - Smooth style with humouristic and fun parts - 3 stars
Total 3.375 stars
───────────────
November 30, 2019
This book is an old book, its talking about companies that no longer are and still remain. You know this is a testament to how effective the pointers in this book have been. I took my notes and now it can be retired. Its amazing that long before Memes were even in the public conscious, this author spoke of them, I wonder if even he knew how big this concept was going to become. Either way, good pointers and an admission that the creation of an ideavirus is both an art and a science. This book needs to be revamped as we approach the 2020s.
April 5, 2020
This simply hasn't aged well. Some of it is still kind of relevant - for example, the concepts of powerful and prolific influencers still apply. But they aren't nearly elaborated enough in the book. The ideas of originality and appeal to core niches or "hives" are also useful. But overall, so much is missing from this, e.g. focus on user needs, adherence to core values (remember: "People don't buy what you do, they buy why you do it"). And, no, Seth - it looks like advertising isn't dead after all ;)
January 15, 2019
Reading this in 2019 was more about gaining perspective than learning anything. If anything, Godin proves himself to be prophetic in seeing how viral marketing will (and has) evolved over the 18 years since this book was published.
My main takeaway is that idea viruses thrive in a vacuum, but that vacuum is always to a niche group of consumers who really do have a need for your idea, and the first one to get there will dominate.
My main takeaway is that idea viruses thrive in a vacuum, but that vacuum is always to a niche group of consumers who really do have a need for your idea, and the first one to get there will dominate.
January 19, 2020
“To succeed in the modern economy, you have to create and spread compelling ideas, not just physical products and services. The most effective way to spread them is to turn them into ideaviruses. These allow you to bypass traditional advertising, which is no longer an effective approach to marketing. To unleash an ideavirus, you have to select the right hive, find the right sneezers, and make sure the idea of your product or service can be as smoothly transmitted as possible.”
May 31, 2021
Godin explain how to make an idea go viral before the modern virality tools and channels existed. This focus on virality before YouTube, TikTok, etc. existed forces godin to talk more about the first principles behind a viral idea and the mechanics behind virality. I feel like my thinking is more flexible, and I'd do a better job as a marketer both creating viral marketing campaigns and taking advantage of new platforms / opportunities after reading this book.
December 29, 2023
Unleashing the Ideavirus is one of those books that might have delivered the same amount of value as a blog post (although if I remember correctly, it was definitely shorter than a traditional book). The concept itself is great, and the author provides lots of good ideas for making your products or services remarkable and incorporating marketing within them in such a way that they spread fast and wide.
Rating: 3/5 stars.
Rating: 3/5 stars.
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