Read this with interest earlier. Personally, I think the author is spot on. We've been launching a new product quietly, building a simple landing page[1] that

Read this with interest earlier. Personally, I think the author is spot on. We've been launching a new product quietly, building a simple landing page[1] that asks subscribers to tweet or share the page by email after they enter their business name/email. I thought I was wasting my time but didn't want to just leech away the engagement. The very first business that signed up immediately brought others. We hadn't even got a prototype yet, it's how we framed the problem and offered a solution that made it compelling enough to share. OK, it's important to make it easy to do so but if you're not compelling who'll bother? I wish I'd done this the first time round. Of course not every business in every industry can do it with social media but the principle applies. Looking at some of my friends launching businesses in competitive sectors I immediately started wondering how they could do it and, if not, why they weren't already. I suppose it's good peripheral validation as well. If your product isn't enough to make people talk what can you do to make it so? 1: http://events.shiftdock.com http://events.shiftdock.com