Marketing Idéia Vírus

The concept of the 'Ideavirus' flips conventional marketing on its head. I'm curious what led Seth Godin to this innovative approach and how he envisioned it changing business strategies.

I loved the emphasis on trust and word-of-mouth, but sometimes it felt idealistic. Has anyone actually seen this in action with real results?

The principles seem scalable, but I wonder if smaller companies can leverage this more easily or if bigger brands have an advantage in creating viral ideas.