There's a lot of interest in word of mouth these days, and for good reason: it's a powerful purchase influencer across product categories. But here's the fundamental question: what makes people talk? Having a great product is obviously important. (As Guy Kawasaki recently quipped in Advertising Age, "It is very hard to evangelize crap.") But probably the most important factor in getting people to talk is, simply, to give them something to talk about.
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