In a world overloaded with marketing messages, one thing still cuts through the noise: word-of-mouth. According to McKinsey, it drives 20% to 50% of all purchasing decisions—and it’s up to ten times more effective than traditional ads. But word-of-mouth isn’t luck. Great leaders know it can be built by design.
Brands that consistently spark conversation don’t get there by accident. They know that influence can be created. Here’s how smart leaders make it happen—and how you can, too.
1. Make People Feel Like Insiders
People love talking about things that make them look good. That’s the core of social currency—it gives them something worth sharing because it says something about who they are.
Take Clubhouse. When the invite-only audio app launched in 2021, it took off fast. Why? Because getting in felt exclusive. Users didn’t just join—they showed off. Screenshots, tweets, and status updates spread like wildfire, pulling others in with curiosity and FOMO.
Leaders can learn from this. Exclusivity and scarcity create buzz. Whether it’s a sneak peek, early access, or limited invites, give people something special to share.
2. Connect Your Brand to Everyday Habits
People won’t talk about what they don’t remember. So the goal is to stay top of mind—by tying your brand to routines they already have.
That’s exactly what Hershey did with Kit Kat. Back in 2007, the brand was fading. So they made it “a break’s best friend,” linking it to coffee—a habit many people have more than once a day. Suddenly, every coffee break was a Kit Kat moment. Sales jumped from $300 million to $500 million.
You don’t need a huge campaign to do this. Just look for daily moments that matter to your audience, and give them a reason to think of you right then.
3. Tell Stories That Move People
People don’t share data. They share feelings. Joy, awe, frustration—these are the sparks that start conversations.
Dove’s “Real Beauty Sketches” campaign nailed this. It showed women describing themselves to a sketch artist, then being described by someone else. The differences between the two drawings were emotional and powerful. It wasn’t about soap. It was about how women see themselves.
That emotional punch made it shareable. People didn’t just watch—they talked. And that’s the goal. When your story strikes a chord, it spreads.
4. Engineer Moments That Beg to Be Shared
Sometimes, the best way to get people talking is to give them something to talk about. And no, it doesn’t have to go viral. Think about Spotify Wrapped. Each year, Spotify delivers a personalized breakdown of users’ listening habits. It’s fun, a little surprising, and made to share. In fact, millions of users post their Wrapped graphics without being asked. It’s a built-in conversation starter.
Designing for word-of-mouth means creating moments—big or small—that naturally fit into the way people already communicate. That might be a clever message at checkout, an unexpected customer reward, or even packaging that feels photo-worthy.
If the moment feels memorable, it’s more likely to be mentioned.
5. Design for Conversation
In today’s crowded market, the win doesn’t go to whoever shouts the loudest. It goes to whoever people remember—and want to talk about. Smart leaders build that into the experience. They create social currency, tie their brand to real-life habits, and use emotion to turn ideas into stories.
Word-of-mouth isn’t magic. It’s intentional. And when you lead with that in mind, you won’t just earn customers. You’ll build advocates.