The best possible scenario is when it’s brain-dead easy for your zealots and even more casual users to endorse you with or without them knowing it. Best of all endorsing you is actually built-in to the product itself.
Hotmail. YouTube. Facebook. PayPal. Friendster. Plaxo.
These examples are classic “viral” phenomenon (where growth accelerates growth simply as the thing builds its own momentum like a well-designed virus) which is not the same thing as an endorsement, but is similar. In these cases, the endorsement is tacit – implicit in the referral is the endorsement of the underlying service.
When you don’t have this viral component into your own product, you have to then shift to trying to kick-start a chain of (authentic) endorsements from people motivated and inspired to rave about you.
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