Scott does a great job of story telling in this book, relating a number of examples of how companies are using the viral power of the Internet to create a following for their products and services. Most of the examples are of big company strategy, which as an entrepreneur I found a little hard to relate to. But as I listened to the audio book I found my mind wandering from the narrator's voice to ideas for my own book marketing business, and I made several notes of project ideas, including contests.