Maybe not for everyone, but Godin fans and hipster marketers will want to buy it just to see the guru of smooth in action.

UNLEASHING THE SUPER IDEAVIRUS

An update of a wildly popular e-book from a media and marketing guru.

Godin has become a brand of his own partly for peddling the basic idea of this brief e-book, which is enhanced by beautiful, slick videos illustrating his key concepts. The “ideavirus” is a term coined back in 2000 by the compulsively term-coining Godin for something better known as a “meme.” The author offers numerous examples that have made his exemplars lots of money—or at least, lots of potential to make lots of money. Perhaps the most striking example is Hotmail, the original free e-mail service. The product was not so much the service as the idea that it was free. A more original Godin term, also discussed in the book, is “smoothness,” which describes the ease with which an idea can be spread. Hotmail’s creators put an unobtrusive one-line ad for the service with a link to join up in every e-mail their users sent. Very smooth, as Godin would say. The ultimate object of the author’s manifesto is to urge marketers off the conventional, expensive ad campaign and think of ways to get customers to market to each other. An interesting and relevant question: Are the Vook enhancements—those slick videos, hyperlinks and updating of the text—sufficiently super an enticement to make customers pay for what the author says is the most downloaded free e-book in history, one that is still available for free?

Maybe not for everyone, but Godin fans and hipster marketers will want to buy it just to see the guru of smooth in action.

Pub Date: June 25, 2010

ISBN: N/A

Page Count: -

Publisher: Vook

Review Posted Online: April 3, 2011

Kirkus Reviews Issue: March 15, 2011

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If the authors are serious, this is a silly, distasteful book. If they are not, it’s a brilliant satire.

THE 48 LAWS OF POWER

The authors have created a sort of anti-Book of Virtues in this encyclopedic compendium of the ways and means of power.

Everyone wants power and everyone is in a constant duplicitous game to gain more power at the expense of others, according to Greene, a screenwriter and former editor at Esquire (Elffers, a book packager, designed the volume, with its attractive marginalia). We live today as courtiers once did in royal courts: we must appear civil while attempting to crush all those around us. This power game can be played well or poorly, and in these 48 laws culled from the history and wisdom of the world’s greatest power players are the rules that must be followed to win. These laws boil down to being as ruthless, selfish, manipulative, and deceitful as possible. Each law, however, gets its own chapter: “Conceal Your Intentions,” “Always Say Less Than Necessary,” “Pose as a Friend, Work as a Spy,” and so on. Each chapter is conveniently broken down into sections on what happened to those who transgressed or observed the particular law, the key elements in this law, and ways to defensively reverse this law when it’s used against you. Quotations in the margins amplify the lesson being taught. While compelling in the way an auto accident might be, the book is simply nonsense. Rules often contradict each other. We are told, for instance, to “be conspicuous at all cost,” then told to “behave like others.” More seriously, Greene never really defines “power,” and he merely asserts, rather than offers evidence for, the Hobbesian world of all against all in which he insists we live. The world may be like this at times, but often it isn’t. To ask why this is so would be a far more useful project.

If the authors are serious, this is a silly, distasteful book. If they are not, it’s a brilliant satire.

Pub Date: Sept. 1, 1998

ISBN: 0-670-88146-5

Page Count: 430

Publisher: Viking

Review Posted Online: May 20, 2010

Kirkus Reviews Issue: July 15, 1998

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The author's youthfulness helps to assure the inevitable comparison with the Anne Frank diary although over and above the...

NIGHT

Elie Wiesel spent his early years in a small Transylvanian town as one of four children. 

He was the only one of the family to survive what Francois Maurois, in his introduction, calls the "human holocaust" of the persecution of the Jews, which began with the restrictions, the singularization of the yellow star, the enclosure within the ghetto, and went on to the mass deportations to the ovens of Auschwitz and Buchenwald. There are unforgettable and horrifying scenes here in this spare and sombre memoir of this experience of the hanging of a child, of his first farewell with his father who leaves him an inheritance of a knife and a spoon, and of his last goodbye at Buchenwald his father's corpse is already cold let alone the long months of survival under unconscionable conditions. 

The author's youthfulness helps to assure the inevitable comparison with the Anne Frank diary although over and above the sphere of suffering shared, and in this case extended to the death march itself, there is no spiritual or emotional legacy here to offset any reader reluctance.

Pub Date: Jan. 16, 2006

ISBN: 0374500010

Page Count: 120

Publisher: Hill & Wang

Review Posted Online: Oct. 7, 2011

Kirkus Reviews Issue: Jan. 15, 2006

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