"You know how every company has some department in charge of getting people who have never used their product to become first time users? Usually that’s the job of the marketing department. Not at Evernote. The job of getting someone who’s never heard of Evernote to use it for the first time is the job of our existing users. The job of our marketing department is to help our existing users do that job."
We've done really well getting customer reviews and testimonial videos but we need to way better at turning them into active advocates that tell their friends about us in person and across the Web. What are you doing to build and mobilize advocates? Share a comment below.
Here's the full interview with Phil Libin on Mashable.