Okay - so the rules of the MeMe are to grab the CLOSEST book to you, turn to page 56 and write what's on the 5th line. You are not suppose to pull out your favorite book, or the newest, or whatever (and not the Bible 8o)) but I've been carrying this book around with me for a WEEK! It's awesome - so here goes:
"This is brand building 2.0.
The Momentum Effect
There's a tremendous benefit to the help received from your brand evangelists. As it has always been, there is nothing more powerful than a referral from a friend or colleague, so the same message sent from you as a marketer will be less impactful than a message from a friend.
While this may be obvious, what has only more recently been appreciated is the reason why people forward these things. The so-called "Momentum Effect" describes not only the impact on the receiver, but the impact on the sender that accrues from the act of sending.
The sender of a particularly funny video, shocking news item or disturbing gossip also gets a positive feeling of being in-the-know and of being the person who "discovered" that item, at least relative to their recipients. This is one of the reasons your inbox is cluttered with old jokes.
So both the recipient and the sender of your messages are psychologically geared up to participate. You just have to help them."
Can You see why I LOVE this book!?! I HIGHLY recommend it for weekend reading - I think it will really help you with your business plan next year!