You can’t overestimate the value of positive word of mouth to your company. But here’s something to keep in mind: real word of mouth – what you might describe as buzz – only happens when you do something extraordinary. In other words, if you serve customers well, they may mention it to someone else eventually. Do something surprising for them, and you’ll stir up a buzz that’s likely to draw new customers. (When Wynn Las Vegas opened its doors, it opened them first for local cab drivers, giving them free rooms and letting them play. The result? An army of mobile marketers, who are frequently asked for their opinion by tourists.)
