2. WOM only works for great companies that make great stuff and provide great service.
3. WOM only works for good marketers. Traditional advertising continues as long as you pay for it, even if it sucks. WOM only spreads if it's genuinely fantastic.
4. WOM is honest and true. Word of mouth holds you to the highest ethical standards. Liars and cheaters always get busted.
5. The good guys win. Word of mouth rewards those who deserve it