Every business has its 1 percent. Every business has a group of customers so motivated, so satisfied, and so connected that they want to tell the rest of the world about you and what you do.
Your challenge is to give these people a megaphone. To switch your view of the market from a vertical funnel (attention in at the top, sales out at the bottom) to a horizontal one, in which ideas spread from one prospect to another. - Excerpt from Meatball Sundae by Seth Godin
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