A ROUND WITH SETH GODIN: WHAT MAKES IDEAS VIRAL

S Dog, writer of such marketing titles as "All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World" and "Purple Cow: Transform Your Business by Being Remarkable" asks what makes ideas viral.

No one "sends" an idea unless:
a. they understand it
b. they want it to spread
c. they believe that spreading it will enhance their power (reputation, income, friendships) or their peace of mind
d. the effort necessary to send the idea is less than the benefits

No one "gets" an idea unless:
a. the first impression demands further investigation
b. they already understand the foundation ideas necessary to get the new idea
c. they trust or respect the sender enough to invest the time

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