These tips give immediate practical applications of the philosophies that are addressed. Try 10 initiatives in the hopes that two will do well, five will work just fine, and three will be minor disasters. Go to the well too often and you will commoditize your product. The Internet has made everyone a potential media source that can spread information to thousands of people quickly. Don't ignore them.
People just have to share it with each other.
Your employees are the flag bearers. The more you have behind the cause the better. Rosen mentions that people talk because they are programmed that way. The key to starting buzz is giving people something they are dying to talk about. Rosen lays out a simple concept that can be practically applied to any industry.