Source: Seth's Blog
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.