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Review title: Much Ado
Product review: Seth Goldin states the obvious when he explains in this manifesto that "word-of-mouth" advertising works. Unfortunately, his manifesto is just that - too many words used to state the obvious. He differentiates between word-of-mouth and his concept of IdeaVirus, but his IdeaVirus is just a sort of controlled word-of-mouth driven by our access to the internet and e-mail.Mr. Goldin kept coming back to his central theme that advertising is wrong-headed. It may be true that his sort of virus is the most effective way to promote a product, concept or service. However, Mr. Goldin never offered a concrete way to start the spread of the virus. He states, "There's so much clutter, so much noise, so many ideas to choose from that the vast majority of them fail to make a dent". That seems to be his point.I found the text rambling and uninformative. At 197 pages, it is certainly "Much Ado about Nothing".
