The Anatomy of Buzz/Rosen 109-114

111 Compatibility therefore became a top priority. Incompatibility blocks buzz from spreading.

112 Diffusion of Innovations—makes the point that the compatibility of an innovation, as perceived by members of a social system, is positively related to its rate of adoption.

113 Products that are easy to use spread faster because customers are hungry for simplicity.

When you stimulate buzz, you raise expectations. If you raise expectations too much without being able to deliver, you will create disappointment. The key to creating good buzz is balance, and the rule of buzz and balance is very simple: Always exceed expectations. Falling below customers expectations will create negative buzz.

114 Another way to exceed expectations is to price the product below what customers anticipate.