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Conversational Capital: How to Create Stuff People Love to Talk About by Sid Lee, Eric Alper, Tony Babinski, Bertrand Cesvet

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Chapter 04. Why Conversational Capital Works

Conversational Capital works because of a simple five-part equation:

  1. Consumers are presented with more choices than they have ever had. One could argue that they are presented with too many choices.

  2. In the presence of time constraints, consumers are now more sophisticated and discriminating than they have ever been.

  3. As they become more sophisticated, consumers naturally turn to experiences that are richer in meaning and cohesion.

  4. These rich experiences are what get talked about most.

  5. Incorporating the engines of Conversational Capital into consumer offerings increases meaning and cohesion.

It’s a simple equation. Understanding and managing all the factors in the equation is a little more complex. That’s why ...

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