You don’t watch a boring television program do you? You don’t listen to a mediocre seminar, do you? Or at least you don’t pass it on to others. No one can hardly hear you shouting from the rooftops about going to see something you struggled to stay awake in. Nor do you pass on a tedious email. You don’t rave to your friends about the latest meal you had at a restaurant if it’s just bored the pants off you either! If it’s lousy, or even average, we don’t shout or create a noise about it. And you certainly don’t post on DIGG the eye shutting, snoozing blog comment you read earlier, (present one excepted of course!)

What we do make a noise about is those positive things that make you jump up and down. The products or services that get you excited, that are interesting, that are a little out of the ordinary. Those are the things that make you rush and tell your friends that you’ve just had an amazing experience at the latest car wash! It takes something special to make a customer an advocate (someone who tells everyone about you without an incentive from you.) 

What makes you an advocate? Was it something stable, dull even reliable? Chances are it wasn’t. How would someone describe the experience they have with your business? Engaging? Energetic? Important? Simple? Influential? Sincere? Weird? Exuberant? Human?