06 Feb Word of Mouth: The Most Underrated Growth Channel
People trust people.
In fact, 88% of consumers trust recommendations from friends and family more than any form of advertising. That makes word of mouth one of the most powerful growth channels available and one of the most underutilized.
Humans are wired to share stories, not slogans. As I explore in my work, people don’t spread information. They spread meaning. They talk when something surprises them, delights them, reflects their identity, or gives them a story worth repeating.
That “story” might be exceptional customer service. A bold point of view. A product experience that feels unusually thoughtful. Or a moment that makes them say, “This brand gets me.”
When you design experiences that resonate emotionally, customers become your marketing team. And unlike ads, they come with built-in credibility.
Reflection: What do you want customers to say about your brand when you’re not in the room?
Looking forward to your thoughts,
BJ