Adam Penenberg

Here’s how it works: you read a book, you recommend it to a friend. That friend tells another friend. And another... until the book becomes this year’s word-of-mouth sensation. This is the first to analyze the power of the 'pass-it-on’ phenomenon, introducing us to the architects of the mightily efficient, money-spinning model known as the Viral Loop - the secret behind some of the most successful businesses in recent history. Outfits such as Google, eBay, Flickr and Facebook all employ the model at their core; all have seen their stock valuations skyrocket within years of forming. The genius lies in the model’s reliance on replication: what’s the point of using Facebook if none of your friends can see your profile, or using Flickr if you can’t share your photos? Where’s the joy in posting a video on YouTube if no one watches it? Thus, in creating a viral product that people want, need and desire, growth can, and will, take care of itself. Find out why the Loop will catch us all up, sooner rather than later...

The Power of Pass-It-On

Viral Loop

Here's how it works: you read a book, you recommend it to a friend. That friend tells another friend. And another... until the book becomes this year's word-of-mouth sensation. This is the first to analyze the power of the 'pass-it-on' phenomenon, introducing us to the architects of the mightily efficient, money-spinning model known as the Viral Loop - the secret behind some of the most successful businesses in recent history. Outfits such as Google, eBay, Flickr and Facebook all employ the model at their core; all have seen their stock valuations skyrocket within years of forming. The genius lies in the model's reliance on replication: what's the point of using Facebook if none of your friends can see your profile, or using Flickr if you can't share your photos? Where's the joy in posting a video on YouTube if no one watches it? Thus, in creating a viral product that people want, need and desire, growth can, and will, take care of itself. Find out why the Loop will catch us all up, sooner rather than later...

Adam Penenberg

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