Seth goes guerrilla?

Seth Godin wrote this book a year ago (The Dip) and now, on his blog, he is asking people who bought the book, to lend their copy to a friend, family member or colleague. By doing this, Seth is spreading his word, with the help of people who already believe in what he writes. (Not that there is anything wrong with that, I don't really have an opinion yet, since I haven't read any of his books, only his blog.)

Imagine having a guy coming up to you on the street saying: "Hey, you wanna read my book?". You would probably consider him to be some sort of nutjob, trying to sell you something or wanting to show you the wonderful world of the Lord. Imagine your friend, over coffee, telling you: "Hey, I read this great book some time ago, wanna read it?" You would probably consider lending the book and reading it. Maybe you like it so much you buy it for yourself, and a few weeks later you tell your sister about the book, and so it goes...

The "official" definition from Wiki reads: "an unconventional system of promotions on a very low budget, by relying on time, energy and imagination". Well, what Seth did is my notion of how guerrilla marketing is done. Marketing with very little means, quite imaginative (without pushing to "sell" something), and he is probably quite successful too, judging by the comments to his post. Good job, Seth!