Embracing the N.u.d.e. Model - The New Art and Science of Referral Marketing Quotes

“This is a hard thing for most creative people to get, but most of their customers are not buying creativity, per se. What they are actually buying is the way they feel about being involved in the creative process. The Dependability comes in knowing they will get that feeling.”
― Scott Degraffenreid and Donna Blandford, Embracing the N.u.d.e. Model - The New Art and Science of Referral Marketing

“Breakthrough products and services, in order to be perceived as credible desperately need a handicap in order to offset the too-good-to-be-true Toxic Novelty... It is something that is just noticed out of the corner of their eye, not really hidden, but unnoticed by the casual observer. Ideally, all early customers will believe that they are the only ones to have noticed this subtle flaw. We are now naturally situated for high referrals. "Almost too good to be true." Managing the "almost" part of that is the critical secret...”
― Scott Degraffenreid and Donna Blandford, Embracing the N.u.d.e. Model - The New Art and Science of Referral Marketing

“100% Novelty is when nobody you mention it to has ever heard of it before. If half the people you told had never heard of the product it would be a score of 50%. 100% Utility means everyone you mention it to has a use for it. Not that everyone has a need or use for it but everyone you mention it to knows someone who has a need or use for it. 100% Dependability means it works as promised or expected every time. It it works as expected half the time that would be 50%. 100% Economy means that it is always recognized as a better value.... As you can see the total possible score is 400%. All you really need for viral behavior, for very, very high referral activity is 315%... A typical score for a lot of businesses or products would be about 300%. The resulting output behavior is about 0.15 referrals per customer. In other words, for every 6 or 7 customers you would get 1 referral. When you get it up to 315% you might expect one referral for every customer. So an added 15% gives you 600% difference in terms of performance and referrals. For some businesses it would be simple to arrive at a close approximation of their N.U.D.E. scores by calculating it from the results-end. What I mean is you will look at how many referrals you are getting and compare that to the known outcome from a given N.U.D.E. score. Referral rate 0.15; NUDE score 300%; 1 referral for every 6-7 existing customers. Referral rate 0.10. NUDE score 290%; 1 referral for every 10 existing customers. Referral rate 0.05; NUDE score 250%; 1 referral for every 20 existing customers.”
― Scott Degraffenreid and Donna Blandford, Embracing the N.u.d.e. Model - The New Art and Science of Referral Marketing

“The first driver is Novelty. If everyone has already heard of it and it is not novel, there is no reason to refer it to someone... You can actually have Novelty be present in some degree with almost any product, all the time, even old established products... It needs to give people a chance to tell their friends and family about this distinction that makes them look good, because their friends and family would not have heard of it before. ... The next aspect is Utility. In other words, will the majority of the people you mention it to have a use or need for it... Whenever possible it is best to target networks that are both broad and deep. A broad network is one with a large number of members. The more critical aspect however is depth; this represents the frequency of communication within this network or their structures for sharing information. An example of a network that is relatively quite deep would be golfers. Not only do fellow golfers frequently discuss their sport, they have magazines, television shows, newspaper columns and specific locations to indulge their interest. ... The third characteristic is Dependability. If something is seen as unreliable or inconsistent, you will not refer it. Why not? It would not make you look good. It is not that it is 100% failure free, but rather that it performs exactly as expected.... The fourth characteristic is Economy. Economy does not mean cheaper necessarily. It is just that it has a better value and you get more of what you wanted out of it. Very often what you get out of Economy is image. We are not really buying products and services, we are shopping for approval.... Strangely, a Hummer is going to be economical for some people. There are very few vehicles that get the kind of attention a Hummer gives.”
― Scott Degraffenreid and Donna Blandford, Embracing the N.u.d.e. Model - The New Art and Science of Referral Marketing

“We refer anything to anyone in order to enhance our standing... we do it to look good... If it does not give someone an opportunity to look good than they are not going to talk about it. (p. 26)”
― Scott Degraffenreid and Donna Blandford, Embracing the N.u.d.e. Model - The New Art and Science of Referral Marketing

“aWe refer anything to anyone in order to enhance our standing... we do it to look good... If it does not give someone an opportunity to look good than they are not going to talk about it. (p. 26)”
― Scott Degraffenreid and Donna Blandford, Embracing the N.u.d.e. Model - The New Art and Science of Referral Marketing