challenges my clients face in today's competitive landscape. After having read the book, it became clear to me that the "engines" (as the authors put it) that drive word of mouth were really why I talk about one brand or experience and not another. Not long ago, I spend a weekend with my husband and three year old daughter and in New York . We did the tour of every major toy store in Manhattan but the only experience I felt compelled to talk about was that of FAO Shwartz. From the opening ceremony with the real life toy soldiers welcoming us with trumpet fanfare (rituals) to the giant sized floor piano that Tom Hanks played on in the movie Big (myth or back-story) to the in-costume story telling (over-delivery) you could not help but feel like a kid again. Not to mention my daughter's reaction! The other stores next to this were just, big. Not much more to say than this When you understand the concepts the authors put forth in the book, you start to see them everywhere. Maybe there is more to advertising than just than bombarding the consumer with the same messages over and over. For me, word of mouth is genuine and is way more powerful than a company telling me they are great, its me saying so. I highly recommend this read! Conversational Capital: How to Create Stuff People Love to Talk About