Holstee Manifesto, an

They rolled out a feature that gave the product away to users for free if they referred five friends who signed up.

Who are my ideal early adopters?

For Airbnb, it was craigslist infiltration, which allowed Airbnb hosts to use the site as a sales platform.

how do you get, maintain, and multiply attention in a scalable and efficient way?

BitTorrent

The old way—where product development and marketing were two distinct and separate processes—is being replaced.

NOT ALL PEOPLE—THE RIGHT PEOPLE

You don’t go out with your marketing to everyone. You go to where there is a captive or potential audience that might be interested in what you do.