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Word of mouth is always driven by emotion and the desire to improve one’s status, not by the specifics of your business.  People share because they want to look smart, valuable or important.     The people that are known for giving others good recommendations have no shortage of people coming to them for advice.  So, if you want to generate more positive word of mouth, your job is to (1st) identify these Knowledge Mavens from your Tribe and (2nd), give them information they can use to look smarter.