A woman goes to this cute lingerie shop of a friend of mine and stops to say thank you to the owners because something good happen with her daughter. Again, she was the mother. Do you know a better word of mouth than that?

How do that happen?

Days before that, the shop owners had organized a lingerie parade. In the end this woman's daughter won the parade's price. It was a unique cute piece. Turns out the owners didn't know this girl was having a personal difficult time and this made her to feel better about herself.

So, while the competitors in the town sells lingerie based on traditional models, this less than a year shop is increasing its visibility in town.

Why?

Momentum.

Momentum is a mass in movement.

That means you can't get your business hot without momentum. If you make your business a movement then the mass is your tribe. Your tribe is your customers plus audience.

If you want to make the difference in anything then you guide a movement. If you lead something, your audience implicitly asks to be moved towards their ideals.

But the thing is it won't move spontaneously. The mass requires impulses. Now, while one shop doesn't bothers about people, the other has born with attitude to interact with society with great experiences. Those are the impulses. And because of the right attitude, their momentum increases.

The best of all is you can use the online world to reflect and multiply your offline experiences. While you are offline in events, personal sells or seminars, you are at the same time collecting material to feed online for blog posts, mailing lists and social media like twitter, facebook, etc.

Every public experience impulses the movement. Your stories move your subject of interest. And the online tools are more accessible and powerful than ever.

You need to design the right contexts so this impulses can happen. When you fail in giving relevant impulses you'll feel efforts diluted in a confused audience. Nothing valuable can grow in such ambiance.

Things can't get hot without a proper quote of momentum and your movement, presentation, product or service is not an exception.

It doesn't matter how new are the products. But the model does. While one shop is providing a modern experience, its competitor, accommodated in the old model, continues to sell lingerie instead of realizing that people needs pieces of "feeling better about yourself" supported by lingerie.

Which one do you think has attitude to create a movement? Which one do you think people will want to choose as "their" shop?