Unleashing the Ideavirus
Seth Godin’s 3rd and most important work.
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.