The first thing we share with clients is that we don’t (just) design products, media or services: we design stories. These stories are then told through those mediums.

Why? Because stories spread. Society is built on stories - every individual and group has stories they pass along. If your customers spread your story, you dont have to pay to broadcast (not that anyone believes ads anymore).

Guy Kawasaki points us to “the best explanation of what makes an idea spread “, by Seth Godin:

http://blog.guykawasaki.com/