WOM has the ability to expand the reach of a brand or message exponentially. Consider Gladwell’s illustration in The Tipping Point. If one were to fold a regular piece of paper 52 times, it would reach to the moon. Stop. Go back and read that sentence. This is a ridiculous idea but an incredible reality. Small things matter; folds 12 and 34 matter because of their power to double the current thickness. That’s the same social phenomenon that helped the gospel spread in every century. People matter because they’re made in the image of God, but they also serve as the most natural and effective method of sharing information. See our latest article!