> ## Content Index
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# What Your Supporters Actually Tell Their Friends
- URL: https://adjacent.media/signals/what-your-supporters-actually-tell-their-friends/
- Published: 2026-04-17T16:01:42.000Z
- Updated: 2026-04-17T16:01:42.000Z
- Description: Seth Godin identifies a measurement gap in brand building: most companies obsess over direct customer satisfaction while ignoring the peer-to-peer narratives that drive adoption.
- Author: Jonathan Greene
- Tags: #signal, theme-brand, Community, marketing

Source: [Seth's Blog](https://seths.blog/2026/04/the-second-circle/?ref=adjacent.media)

Seth Godin identifies a measurement gap in brand building: most companies obsess over direct customer satisfaction while ignoring the peer-to-peer narratives that drive adoption. The "second circle"—what existing customers volunteer to their networks without prompting—is where word-of-mouth either dies or compounds, yet it's almost never quantified or designed for. Brands that win treat customer storytelling as a core product feature, not a PR afterthought. This means rethinking everything from onboarding to feature prioritization around what's actually remarkable enough to repeat.