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? 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...

�ber die Autorin bzw. den Autor

Adam Penenberg has written for Forbes, The New York Times, Fast Comapny, Slate, Wired, The Economist, and Mother Jones. A former senior editor at Forbes, Penenberg garnered national attention in 1998 for unmasking serial fabricator Stephen Glass of The New Republic. Penenberg's story was a watershed for online investigative journalism and is portrayed in the film 'Shattered Glass'. A journalism professor at New York University, Penenberg is the assistant director of the Business and Economic Program. He lives in New York.

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