By Beth Urech
Years ago, I was working with a Swiss marketing director for a Fortune 500 firm with international headquarters in Zurich. We were discussing the best way to get the word out about a new product. Leading articles in scientific journals? TV? He suddenly said, “Ja, they are good approaches, but the best is mouth to mouth.”
I knew he meant “word of mouth” but didn’t correct his error because I found it ingenuous. Of course, I agree with him that when someone says, “I tried it and it works,” we pay attention.