"There is a special type of word of mouth that is achieved by only a handful of products and a tiny fraction of the world’s companies. And, in all likelihood, you don’t have it.

What you’re seeking is pure word of mouth.

The kind of evangelist eruption and wildfire opinion spreading that happens only once or twice per decade. Suddenly, a brand that yesterday was almost invisible is recognized by every con­sumer from Boston to Bangkok. People want it so badly they line up on cold, dirty sidewalks, sleeping in their own grime and fer­vor for days on end in hopes of getting at least a glimpse of its greatness, even if it will be gone by the time they actually get to the store.

This kind of word of mouth, pure as the driven snow, makes all those clever little marketing tricks look irrelevant. Pricing and promotions? End caps and shelf talkers? Pop ups and scavenger hunts? With pure word of mouth driving sales, you could hide the product on the bottom shelves at a second-tier department store, price it at triple what it’s worth, and it would still vanish. Pure word of mouth is what enables products to create an entire category, produce an evolution in the way we think, dress, or act, and even define a generation."