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Complexity Digest 2000.49 - 06
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04-Dec-2000

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Building Effective Customer	 Relationships, Darwin Magazine
 









"Your company will have to depend on ideaviruses -
ideas that spread, unchecked, through a population of like-minded
people - to succeed online."

Godin explains that companies like Microsoft are now using
marketing programs that act like viruses in that they propagate
though the personal network (like e-mail) of Internet users.

He then explains why he gave his book Unleashing the Ideavirus
http://www.ideavirus.com/ away for free as Internet download AND
in spite af that sold a large number of his $40 hardcover book
with the identical content:

"So, what's the moral? When more people knew about my idea,
more people wanted to buy the book-or hire me to give a speech, or
whatever. And the same thing is going to be true of your business,
whether you're Polaroid or Hotmail or General Motors. As our
culture gets more and more cluttered with new ideas and new
products, the winners are going to be the companies that are the
best at getting their stuff to spread."



Building
Effective Customer
Relationships, Darwin
Magazine, Seth Godin, Darwin Magazine,
12/2000



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