http://www.fastcompany.com/magazine/116/column-made-to-stick.html
My old pal Dan Heath has penned an excellent article for Fast Company on practical tips for generating word of mouth:
Most organizations systematically snuff out anything that’s distinctive enough to spark conversation, usually through processes and committees. Would woolen caps for smoothie bottles have survived a committee decision at Coca-Cola? Could a formal market-research process have justified the VW Beetle’s bud vase? (”Our conjoint analysis has revealed that customers’ willingness to pay increases by $112 with the bud vase.”) When people with different opinions compromise, they meet in the middle, not at the edge. But the edge is what sparks conversation.
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I’m not sure I can handle more marketers one-upping each other over my attention with “conversation-sparking” tactics.
well, one would hope they would try for something with the ring of authenticity, but your point is well-taken.