Wise words from johnmoore at Brand Autopsy:
The major reason why word-of-mouth hasn’t taken off is not because marketers lack the metrics to measure it. It’s because most products, services, and businesses simply aren’t worth talking about…
Also marketers need to realize word-of-mouth is more than a marketing issue — it’s a business issue. Marketers cannot simply sprinkle magical word-of-mouth marketing dust to create long-lasting word of mouth. For endearing and enduring word-of-mouth to happen, the activity must become part of the company’s culture. Sustainable word-of-mouth is much more a way of doing business every day than a component to a two-week heavy-up marketing blitz.
I’d only add my own experience that most boring conversations are only a heartbeat away from being very interesting… all it takes is one participant to take an emotional risk. For example, by talking about his real experience of the conversation and dropping the facade. I think the dullest business can have an interesting conversation, the moment it is willing to take the risk of getting out of bullshit mode.