HBR writes about the power of word of mouth (in 2001)

Managed to get some peace and quiet while my 2 month old son slept, and found this great HBR article

The headline para for it reads

Is there any way marketing executives can harness the power of word-of-mouth promotion? The answer is yes. In this excerpt from the Harvard Business Review, strategy consultant Renée Dye dissects one big fallacy of buzz — the notion that "only outrageous or edgy products are buzz-worthy."

Welcome to the club Renee - indeed the more mundane the product, the more creative we have to be to develop a message that will be interesting enough to spread!