In 2001 Seth Godin unleashed an Idea Virus in the form of a book. The concept is to create something that is so compelling that customers can't help talk to family and friends about it. It spreads from person to person like a virus.
The idea of word of mouth marketing is not new, but the shift here is in the real power in the marketing relationship. Spreading an idea virus is dependent on empowering the market, not controlling it. Old school marketing is all about pushing a message. Marketing today only works when the market is given control and decides whether or not it wants to spread the message for you.
Is you product worthy of an idea virus? How does your marketing support empowering the market to spread the message?