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All the while, this brand building effort is a substantial investment in reducing cost-of-customer-acquisition.
Dale Carnegie’s seminal book How to Make Friends and Influence People introduced the powerful notion of social proof to millions. Social proof is the psychological phenomenon behind the power of word-of-mouth marketing. The old trope “No one gets fired for buying IBM” is a manifestation of social proof in an enterprise sales process.
Social proof is an incredibly powerful force.