Conversational Capital: How to Create Stuff People Love to Talk About

Chapter . Introduction

This is a book about why certain brands outperform the competition. Through close observation, we’ve determined how market leaders inject intensity into their products and services and turn them into experiences that truly matter to consumers. This is the “stuff” we refer to on the cover of this book. These highly charged experiences provide incendiary fuel for conversations that consumers engage in to define who they are. Because they have so much identity defining and affirming significance, having the power to shape such experiences is the new Holy Grail for businesses bent on leadership. And, like the Holy Grail, it is ultimately mysterious and elusive.

Or is it? We’ve written this book because we believe that creating ...