The first 100 years of our country’s history were about who could build the biggest, most efficient farms. The second 100 years were about the race to build efficient factories. Welcome to the third century: This one’s about ideas.
An idea that just sits there is worthless. But an idea that moves, grows, and infects everyone it touches … that’s an ideavirus.
The medium doesn’t matter; the message does. As long as you can use your manifesto to change the way that people think, talk, and act, you create value.
In the new economy, consumers have built up antibodies that resist traditional marketing. That’s why we need to stop marketing at people, and start creating an environment where consumers can market to one another.
So, is an ideavirus a form of marketing? Absolutely! But today, what else is there? You don’t win with better shipping, or better manufacturing, or better accounts payable. You win with better marketing, because marketing is about spreading ideas — and ideas are now the very basis of competition.