Great word-of-mouth is the product developer's holy grail: no advertising or promotion is as powerful as a customer who is eager to evangelize your product. Many books talk about the value of word-of-mouth, but this is the first to show you how to create it. It doesn't just happen by chance: it can be consciously, carefully engineered into virtually any product or service. In Conversational Capital, readers will discover how positive word-of-mouth drives value and reduces the cost of marketing and promotion and learn which customer experiences are most likely to fuel it.