I first witnessed how buzz travels years ago. In 1988 I was working at a typical start-up software company in California: five people, four Macs, one PC, and a lot of hope. We had a single product, EndNote, a reference tool for researchers, and it was still a few months away from release. We hadn't advertised it. In fact, only a handful of people in California knew it existed. Yet we had just received our first order in the mail - and that order came from Princeton, New Jersey. All five of us stood around that purchase order, staring at it and trying to figure out how someone a continent away had learned of us.
- From The Anatomy of Buzz: How to Create Word of Mouth Marketing by Emanuel Rosen