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...

About the Author

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

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More Than Words (MTW) is a social enterprise that empowers youth who are in the foster care system, court involved, homeless, or out of school to take charge of their lives by taking charge of a business. By working as a team to manage their own retail and online used book business, caf�, and community space, youth develop the employment skills, leadership, and self-confidence they need to successfully transition to adulthood.

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