You set the height, the slope and the vista when you get there. The steepness of the climb is not measured by instruments. It's measured in your heart. World business is rapidly moving from the focus on benefits, beyond value and moving on to meaning as the central focus of building long-term relationships with customers. Word of mouth communicates meaning like no other communication method.
Word of mouth is mass media personified.
Contemporary mass media is sick unto death and declining in importance. Word of mouth is vibrantly alive and well and growing in importance.