How to be “referable.”

It’s the golden chalice of marketing – when you don’t have to even market your products and services. Your customers do it for you.

The early history of Zappos is based on this. At a time way before social media, the company decided to spend money not on marketing, but on a remarkable experience so that people spread the word.

So what makes a person or an organization referable? You may be surprised how simple it is.

The technique comes from Dan Sullivan‘s book, The Gap. He says referable means the best people say the best things about you. And here’s how you do it:

  • Show up on time
  • Do what you say
  • Finish what you start
  • Say please and thank you

Yup. That’s it.

You can have the fanciest branding and marketing, or the most well developed core values, but without this, it’s all wasted.