I think the concept of ideavirus that you write about is fantastic. Basically, as you explain in detail in your book Creating Customer Evangelists, an ideavirus is an idea that is easily communicated from one person to another. What do you feel is the best way to get a businesses’ customers to evangelize using the businesses’ ideavirus? Is it a matter of constant repetition to the customer or is the whole idea that the customer should pick up on the idea and run with it?
To really understand an idea virus, it’s important to know that an idea virus is:
1. Very short.
2. Allows for rapid understanding, usually within moments.
3. So catchy that people can’t help but pass it on others quickly and efficiently.
An idea virus is not necessarily a slogan. For instance, take the Diebold company’s slogan, “We won’t rest.” What does that mean, anyway? We won’t rest until you’re dead? Until everyone else is dead? An idea virus is like a meme, a descriptive phrase that succinctly explains a value proposition, such as “Must-see TV” or “Intel inside.” A good way to understand what your company’s idea virus is? Ask your customers. One technology services company we worked with had a ponderous value proposition: “We integrate and optimize computer systems and network architectures to create a more fail-safe environment.”
After talking with many of its customers, many of which were women-owned businesses, we started to hear a common thread: The company solved problems, many of them were productivity killers. Based on what one customer said, we helped them create a smart and fast meme: “We prevent blue screens.”
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