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" ... These enthusiasts are not simply brand ambassadors, as some suggest. More important than ambassadors, these zealots are brand mentors. Think of this. How many times have you seen someone lean over and show another how to use an iPhone app? Or heard someone share how to navigate the Starbucks menu board, or share the thrill of downstreaming Netflix, or the brilliant joy of ordering shoes from Zappos? In the b2b world, they pass your contact information on to your next amazing customer. ... "