Highly Recommended: Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business

CHAPTER 11Activate

Creating Compelling Content and Experiences That Engage—The 90/10 Rule

At the start of Oprah’s 2004 season premiere, the talk show host gave free cars to 11 needy families. This would have been touching enough, and generous enough, indeed. But then Oprah dropped an even bigger surprise on her live studio audience. She told them that there were gift boxes under their seats and that “one of them” included the keys to a twelfth free car.

As the audience rummaged through their boxes, an electrifying commotion ensued—revealing Oprah’s second, even better surprise: EVERY box under EVERY seat included keys to a new car.

“EVERYBODY GETS A CAR!” Oprah screamed to her stunned audience. “EVERYBODY GETS A CAR! EVERYBODY GETS A CAR!” And ...