Word of Mouth Requires Critical Mass in Bounded Segments

“The efficiency of the marketing process, at this point, is a function of the “boundedness” of the market segment being addressed. The more tightly bound it is, the easier it is to create and introduce messages into it, and the faster these messages travel by word of mouth.”

“One of the keys in breaking into a new market is to establish a strong word-of-mouth reputation among buyers.”