Resources
Everything I've published, in one place
Three books, the vocabulary of the Viral Genius Framework, the podcast, the newsletter, and the ongoing writing.
What can you read first?
The Viral Genius Institute publishes in five forms. Books carry the full method. Concept pages define each coined term in one place so the definition stays identical everywhere it appears. The blog works through whatever the current question is. The podcast is the spoken version: interviews with people who turned what they know into influence. And the newsletter brings the current thinking to your inbox.
Start with the books if you want the whole argument in order. Start with the concepts if you came here because you ran into one of the terms.
What are the three books?
The Startup Book (2024). How to write a book that designs a market category and puts you at the head of it. Forewords by Christopher Lochhead and Joe Pulizzi.
The Viral Genius Playbook (2025). The Viral Genius Framework itself, compressed to a founder's weekly half hour.
Nearshore Marketing (2017). Written for Latin American software firms selling into the United States, and the first place I put the idea that later became the Sea of Sameness.
Is there a podcast?
Yes. The Viral Genius Podcast, 48 episodes on founder-led content, with guests including Joe Pulizzi and Bryan Eisenberg. It started life as the AI Marketing Case Studies podcast and took the new name when the Institute did.
Is there a newsletter?
Yes. The Viral Genius Newsletter, on Substack. Its promise is the one this whole site makes: find the one unforgettable idea you talk about every day without realizing it.
Where is the vocabulary defined?
On the concept pages. The Viral Genius Institute keeps one page per coined term, and the definition on that page is the one repeated everywhere else, word for word.
What has the Viral Genius Institute shipped for clients?
Two categories their markets adopted, three books written under other people's names, and four conferences built from nothing. The Continuous Brokerage engagement is published start to finish.
Where do you start?
The free Profile. Twelve questions, about fifteen minutes, spoken out loud. You'll get back a plan that names your genius and drafts your category in your own words.
Start talking — free, 12 questions, ~15 min