Innovation Watch: viral marketing and a New York Times best sell

by Nathaniel Whittemore · 2008-10-20 14:30:00 UTC
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If you read the New York Times bestseller list regularly, you may have noticed "The Green Collar Economy," by Van Jones at #12. You also may have realized that you hadn't seen the book in any of the normal places that you find out about bestsellers (Barnes and Noble display telling you what to buy anyone?).

That's because the success of the book is a success of innovative viral marketing, a testament to the creative possibilities that entrepreneurial strategies open up. This Huffington Post article has some juicy specifics and is worth a read for anyone social entrepreneur looking to build support by tapping into networks.

Nathaniel Whittemore is the founder of Assetmap. Previously he was the founding director of the Northwestern University Center for Global Engagement.
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