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Highly Recommended: Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business by Paul M. Rand

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CHAPTER 5The Power of Positive Recommendations

Imagine the following scenario, if you will. The setting? A Hollywood movie studio. The scene? A typical pitch meeting between creatives and executives. The subject? Next summer’s tent pole blockbuster event.

And, action . . .

“Okay, gang, we’re going to launch a movie about children killing children as a form of futuristic televised entertainment. And the fans of the book on which this movie is to be based are going to drive so many recommendations that it will become one of the decade’s hottest movies.”

Crazy, huh? It’ll never work, right? But it did. It worked and then some. The Hunger Games (in case you hadn’t guessed) drove $155 million in ticket sales its opening weekend, and as of this writing, ...

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