When developing a business model, we often overlook implementing marketing tools to spread our concepts virally. Unleashing the Ideavirus, a book that I think requires a sequel, transformed the view I have of my current business model.
While there many concepts covered in the book, for the purpose of this post, only 3 significant highlights will suffice.
Loosely referencing The Tipping Point by Malcom Gladwell on how some ideas turn into social epidemics and others don’t. Seth takes us through the process of how companies such as Hotmail and Vindigo spread as viruses and the Toyota Prius, while an award winning vehicle, didn’t.
The second mind altering concept, though disputing all known marketing ethic, is focusing on a smaller target audience (called ‘a hive’) instead of setting out for large numbers. This makes sense if you view your client base as a community that can reach friends and recommend your product or service better than adverts and large marketing budgets ever can.
The steps below, a very short summary, are how you develop an Ideavirus.
Step By Step, Ideavirus tactics (summarized from the book)
- Make it virusworthy – If it’s not worth talking about, no one will talk it.
- Identify the hive.
You won’t get the full benefit of the ideavirus until you dominate your hive.
- Expose your idea
Expose it to the right people, get them into the experience as quickly as possible and pay them if necessary. But never charge if possible.
- Once attention has been volunteered request permission.
- Amaze your audience.
- Some viruses don’t forever, embrace the lifecycle of yours.
Any business model that has a viral marketing method built into it has a better chance at longevity, besides why not make it easy for your clients and customers to spread the idea? If there’s one thing I would recommend, it would be read it with an open mind and download the ebook or get the shiny collector’s version here.