Geek Alert

What’s on Silicon Valley insiders’ radar

March 2, 2005—“Eighty percent of the first sales for products like the iPod, TiVo, and Netflix happened in just a few ZIP codes in Silicon Valley,” claims Auren Hoffman, adding that “the whole country looks to Silicon Valley for advice on these types of products.” And like any Bay Area entrepreneur worth his weight in stock options, Hoffman has devised a way to make money from the phenomenon—by acting as a middle man between companies eager for positive word of mouth and some of those influencers. In late January, he assembled the Silicon Valley 100, a group of execs, bloggers, and other discerning geeks. Each month Hoffman gets paid by a manufacturer to send one of their gizmos free to list members. In return the members agree to give honest feedback and, if they’re impressed, maybe tell a friend or two. So far, Hoffman has done deals with Brondell, maker of a $900 electronic toilet seat, pictured left—"it basically cleans your butt and has a blow-dryer"—and Etymotic ER-6 noise-canceling headphones, both of which, he says, have been huge hits. Want to get on the list for free stuff? Unfortunately, as with any exclusive private club, you can’t just sign up; you have to be asked.