Operating Principle

2–4 min read

Word of Mouth Is Driven by Identity, Not Satisfaction

Word of Mouth Is Driven by Identity, Not Satisfaction

Word of Mouth Is Driven by Identity, Not Satisfaction

People share things that make them look good, not simply things they like.

People share things that make them look good, not simply things they like.

People share things that make them look good, not simply things they like.

Identity signaling converts satisfaction into visible advocacy.

Identity signaling converts satisfaction into visible advocacy.

Identity signaling converts satisfaction into visible advocacy.

Identity signaling converts satisfaction into visible advocacy.

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Operating Question

What customer memory, comparison, or demand dynamic should change the marketing approach?

What customer memory, comparison, or demand dynamic should change the marketing approach?

What customer memory, comparison, or demand dynamic should change the marketing approach?

Why It Matters

Identity signaling converts satisfaction into visible advocacy.

Supporting Evidence

Jonah Berger, “Contagious”.

Research Notes

Apply with category context, audience attention, and the limits of available evidence in mind.

Practical Actions

Find social currency; create something remarkable; do not assume satisfaction alone spreads.

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