to rework with you the narrative that informs your consumer experience, and it helps make that story one that people want to tell. So, we don't have to spend a lot of time turning the sow's ears into silk purses. SUMMING UP When products and services become intense experiences, something powerful happens. They become fuel for conversations that consumers engage in to define who they are. Turning that process into something you can manage and control is what this book is about. QUESTIONS FOR DISCUSSION Is this just another book about word-of-mouth? We don't think so. Although this book acknowledges the fundamental importance of word-of-mouth in today's economy, it goes further than anything we've read in describing why and how word-of-mouth happens in the first place. We think most people will agree, but this book is not intended as a closed discussion. We know there are intelligent and perceptive doubters and nay-sayers out there, and we welcome their points of view. Conversation about Conversational Capital can and will extend outside of this book! Find out what other people are saying and tell us what you think at www.conversationalcapital.com. Whenever I teach a class of entrepreneurs, they immediately grasp the key elements of this book: Stun customers with something very special so that they won't be able to stop talking about the experience. Everyone can tell at least one story about having had such an experience. When these same "expert" entrepreneurs begin describing how they intend to do the same thing,