• Title: Unleasing the Ideavirus
• Author: Seth Godin, Malcolm Gladwell
• Paperback: 234 pages
• Publisher: Hyperion (October 10, 2001)
• ISBN: 0786887176

If you want to consider less traditional ways of marketing, and especially marketing products that open new markets, this book is for you.

Seth Godin is famous for thinking out of the box (as if we’ve ever been in a box). This book supplies a lot of good ideas around spreading ideas by way of sneezers (people that blow ideas at other people, and those other people listen) instead of the current push marketing techniques in use. It also suggests ways to keep the virus moving and not have it stop short of your goal. As for goals, Godin suggests you find a hive (a group of linked people that are driven by one or more sneezers) and try to saturate that hive – if that can’t give you enough value, then you should reconsider your effort.