If you don’t have time to read the whole book, here’s what it says:
Marketing by interrupting people isn’t cost-effective anymore. You can’t afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money.
Instead, the future belongs to marketers who establish a foundation and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk.
If you’re looking for mindblowing new ideas, you won’t find them in this, or any other marketing book. Guerrilla marketing, 1:1 marketing, permission marketingóthese ideas are not really new, but they are thoughtful constructs that let you figure out how to do marketing better.