Shanti, I’m glad you brough Google up, because they are the prime example behind a statement like this. They are the quintessential remarkable product. People talked about them thereby letting them get away with less marketing dollars being spent.
Google rose to greatness not on the backs of advertising dollars, but on the words of people who loved the platform. What they did do, and there is a fine distinction between it and advertising, is spend money on PR.
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