Ideavirus

Interruption marketing. The one you are exposed to but don't want to see. The popup here and there.

Seth Godin believes there is a better way of doing it. If you just create an Ideavirus — an idea that quickly spreads through an environment, without the need to interrupt. Your customers, the sneezers, will market your idea at a much faster pace. Like the spread of a virus. Are you more likely to buy a product because you saw an ad or because your 10-year friend recommended it?

First, the idea. Is it different, funny, profitable, and exciting? If not, think more.

Second, the market. People use social media to leverage their opinions, and everyone is creating and consuming content. But it's also increasingly more difficult to have your idea exposed to the right people — your audience. Seth recommends picking, targetting, and amazing a very specific group. Not the whole market, but just the necessary one to thrive.

Third, the sneezers. Find the most exciting ones to share your idea. Seth distinguishes two types of sneezers: the promiscuous, motivated by money, and the powerful, who own their opinion. You must give them what they desire: money and reputation, respectively.

Finally, there are a few variables that influence the success of the idea:

• Medium — where is your idea? In a movie, article, Youtube video?

• Smoothness — how easy it is to share the virus?

• Vector — how are people sharing information?

• Velocity — spread the idea quickly

• Amplifier — word of mouth or word of mouse?

• Persistence — don't let it die.