I don't remember why I picked this up, but I'm glad I did. Godin is a marketer (with a good blog) who believes that marketing via interruptions (read: TV commercials) is far less effective than marketing through contagious ideas.

He calls these ideas "ideaviruses", and writes that the best way to spread them is to find the group of people that want to be marketed to, identify the most influential people in that group, and to incent and make it easy for those influencers to spread your message.

The best way for an ideavirus to spread is to build it into the product from day one, and, of course, to ensure that your product is worth talking about.

There is some good stuff here, especially if you build or market products and don't have a big brand to help your products become adopted.