April 29, 2005
siv theory
Based on the writings and of Seth Godin, I coined a wee phrase today, “The Siv”. Short for “The Story-Idea Virus”.
The Siv needs three things:
1. The Story. It’s got to tell a story.
2. The Idea. It’s got to have an idea.
3. The Virus. People have got to want to tell it/spread it. It needs to be inherently viral.
The Story is the lie. The Idea is the truth. Both need The Virus to survive. All three need each other.
I’m working on “Siv Theory” as we speak, with one of my clients– a wine company. Turning wine bottles into Sivs. Creating brands cheaper, faster and better than the next guy.
It’s a living.
"Hugh's Daily Cartoon" Newsletter.
A new cartoon sent out every weekday morning to your inbox [RSS version here.].
A wee chuckle to start your day off right etc.
Hugh,
“SIV” is a very concise, yet powerful, theory that people will be able to understand and put into action.
Plus it uses an acronym which, of course, the corporate world LOVES !
KUTGW*
*Keep Up The Good Work
Wheels
I like it. Pretty catchy. Has an unfortunate resemblance to HIV which might hinder the term itself’s viral properties.
Re: wine company. Faster, Cheaper, Better. Pick two, right?
No Brock, just Faster, Cheaper, Better
I think somehow you need to make clear that the SIV elements are not something that can be sprinkled on top of the product/service. You can’t take a crappy product and pay an agency to add the SIV. The Story, The Idea, and The Virus emerge from the product/service.
I agree it needs to be made clear, however the people who don’t accept it as glaringly obvious without me having to tell them first are probably the type of person I shouldn’t be doing business with.
Hmm… I’m thinking:
“The Story is the lie. The Idea is the truth. Both need the other to survive. Both need The Virus to _____.“
Grow.
Things can survive and do nothing…
Just my 2cents.
Like the thought though. Keep it up HUGH.
NB: Added a “P” to the equation. I like “Spiv” more than I like the original “Siv”, plus it get’s Mark Earl’s work in there.
SPIV? I wouldn’t advise that. Stick ‘define:spiv’ into Google if you want to see why.
“A person without employment who makes money by various dubious schemes; goes about smartly dressed and having a good time.“
Hmmm… sounds like most marketing people I know
Actually, having slept on it, methinks I prefer “Siv”… it’s simpler and more elegant.
So I took out the “P”, as in “Purpose”. The latter is too closely related to “The Story”, anyway.
Work in progress, blogged live etc.
How about SIeVe?
so you can sift out what you don’t want.
how about adding “handsome” (as in wearing a Saville Row suit)
then it would be SHIV, which is a great way to stick it to the client.