Viral marketing is an epidemiological metaphor for how ideas get spread in a connected world. As marketers, we strive to create pandemics to "affect" people instead of "infect" people. The increasing prominence of the social web provides many ways to effectively scale and spread our messages and ideas in much the same way we fear swine flu could have global implications. You're most likely already aware of the immense potential on the internet for your company and your brand, but it's likely that you aren't sure how to tap into it. You hear buzzwords like viral marketing, social marketing, buzz marketing, viral videos, consumer engagement, and destination websites, but these words do little to provide the perspective you need to formulate an approach.
It is important to work to understand as many of the working pieces in your craft but true genesis lies beyond words and true creativity is creating something where there is not. Nobody can tell you where your own success lies and you won't find success in the place it is not. There's a Japanese proverb that says "The Reverse Side Also Has A Reverse Side." These words mixed with Buddha's last - "Conditioned things are perishable; with vigilance strive to succeed" have inspired the notion behind this post as I relate them to myself, creativity and the things I pragmatically work thru on a daily basis. So let's step back and dispel some conventional thinking first.
Innovation refers to incremental, radical, and/or revolutionary change. Change in thinking, products, processes, and/or institutions & organizations. It's fueled by creative people on an unending journey to make things faster, smaller, cheaper, cleaner, simpler; people who put their heart and soul into their craft without regard. Institutions or organizations are deliberately and intentionally created by people. The development of functional institutions in society in general may be regarded as an instance of emergence; meaning, institutions arise, develop and function in a pattern of social self-organization, which goes beyond the conscious intentions of the individual humans involved. It is the mechanical and traditional way effort is coordinated.