When I talk to people about marketing, I am hearing more often things like "viral" or "network effect" or "referral" or "tell-a-friend" or "word of mouth" marketing. While there are technically different definitions to all of these terms, the concept of getting more people to talk about your product or service is powerful, because it is (1) free to your company and (2) the info comes from a trusted source (the friend, not your company). BUT, the key question is always "HOW can I get more people to talk about my product?" I have long believed that if people have a great experience with your product they will want to tell people about it. And here is one of the more interesting viewpoints I have seen, packaged in an entertaining video. Basically Seth says to make something that is both remarkable and valuable, and the rest will take care of itself. While I also think there are things you can do to mkae your idea more discoverable and interesting, which increases the chances people will find it and talk about it, at the core I agree with him that it is more about what you create than how you market it. Video of Seth Godin speaking at Google about viral and word of mouth marketing