Seth Godin's manifesto Unleashing the Ideavirus. It explores the concept of "ideaviruses" – ideas that spread rapidly and contagiously through a network of individuals, often amplified by the internet. Godin argues that traditional marketing methods are ineffective in the digital age, as consumers are increasingly resistant to interruptions. Instead, he proposes a strategy based on permission marketing and creating "virusworthy" products or ideas that appeal to specific groups or "hives." By understanding the dynamics of viral marketing and focusing on building relationships with "sneezers" – individuals who readily share their enthusiasm – marketers can leverage the power of word-of-mouth to create lasting impact and profit.