User-Driven Marketing

Description

B.J. Fogg:

"As a brand, you can worry about all these micro niches and micro markets and the long tail, but I think at the end of the day you're not going to have enough resources to do that. You have to focus on creating a spectacular product or service, and your market will find you. The people it resonates with will share it with others, and it will be distributed. It's a big leap of faith for marketers to think they're not going to have an active role in marketing. Once you figure out where it's going, then you can start putting resources into continuing to go into that market or expanding into others." (http://www.fastcompany.com/articles/2008/05/interview-bjfogg-on-facebook.html?page=1%2C1)