The publisher apparently only spent a few grand on publicist and that ended up crashing for some personal reasons. Van Jones really did just lean heavily on friends and groups that they had worked with over the years. Great story.
Link: www.huffingtonpost.com.
Jones ultimately attributes the success of the book's marketing campaign to what he calls the "invisible network of networks," and he thinks this "network effect" is here to stay.
"There are too many products coming from too many directions, people ignore the hype," he said.
"But if you're in a network that's about respect and reciprocity, people will take action.
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