RESOURCES · E-NEWSLETTERS · THINK · APRIL 2007
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GOOD BOOKS FOR BUSINESSThe notion that an idea can become contagious, in precisely the same way that a virus is, is at once logical and deeply counter-intuitive. On the other hand, it is counter-intuitive because unlike traditional marketing which tries to control information, this notion suggests the most successful ideas are those that spread and grow because of the customer's relationship to other customers, not the marketer's to the customer. For years, this contradiction lay unresolved at the heart of American marketing. No longer. Seth Godin has set out to apply our intuitive understanding of the contagious power of information—of what he aptly calls the ideavirus—to the art of successful communication. "Unleashing the Ideavirus" is a book of powerful and practical advice for businesses. But more than that, it is subversive. It says that the marketer is not—and ought not to be—at the center of successful marketing. The customer should be. Are you ready for that? So committed is Seth Godin to his premise that he gave his book away electronically for free, with the hope that printed versions of the book would follow. So this month, we not only recommend a new book, we are including it in this issue as well. Enjoy! |
