CHAPTER 10

The 6th M: Multiplication

We have now completed our overview of 5 of the six Ms of word of mouth: Message, Mavens, Motivation, Media, and Measurement.

The last one is special: Multiplication. Word of mouth, as we have seen, unlike a virus, can feed on itself and multiply at an ever-increasing rate, even beyond its much-ballyhooed exponential growth. At its extreme end, it can reach most of the entire population of the world in a matter of hours!

Some perspective: In marketing, magazines were a great breakthrough because they have a “pass-along” rate. One person reads, and then often passes it along to others. Some copies aren’t passed along at all. Other copies are in doctors’ waiting rooms and may be read by hundreds of people. How ...

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