Why is everyone talking about Kim Kardashian’s rump and not your disruptive, world-changing app? So many startup marketing plans are based on building buzz, yet achieve none. The reason is that founders believe their own hype. They see the intrinsic usefulness and beauty of their products and believe that everyone else will too. Based on little more than this borderline egocentric outlook, startups rarely get people talking because they missed the point about why people talk. People talk to one another out of personal motivations. Seth Godin once presented a monstrous list of why people share ideas, which gives you a clear idea of why the motivations of your communications conduits are more important than your features and benefits. People talk about products because