CHAPTER 6Why, Where, and How We Recommend
My career and my company changed the day I realized that people recommend paper towels.
In the earliest days of Zócalo Group, we were asked by Kimberly-Clark to help market their Viva brand of paper towels. Now, I must admit, I was hesitant about working with this brand at first. I just couldn’t, for the life of me, understand why or how people could get excited by or recommend paper towels. Not in my home life and certainly not in my work life.
To me, paper towels were those things you got once a month, in bulk, at the cheapest rate possible at Costco or Sam’s Club and forgot about for the next 30 days. Yes, it took a forklift and two neighbors to get them in the garage, but that was it—no more worrying ...
Get Highly Recommended: Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
