Guy Kawasaki has been reading Seth Godin’s latest book, which includes this Web-2.0, No-Bull-Shiitake Marketing Test:
For an idea to be spread, it needs to be sent and received.No one sends an idea unless:
- They understand it.
- They want it to spread.
- They believe that spreading it will enhance their power (reputation, income, friendships) or their peace of mind.
- The effort to send the idea is less than the benefits.
No one “gets” an idea unless:
- The first impression demands further investigation.
- They already understand the foundation ideas necessary to get the new idea.
- They trust or respect the sender enough to invest the time.
Notice that ideas never spread because they are important to the originator.
Notice, too, that a key element in the spreading of the idea is the capsule that contains it. If it’s easy to swallow, tempting, and complete, it’s far more likely to get a good start.