Some businesses blend into the background. You walk in, buy something, and forget about them by the time you get to your car. Others? They linger. You bring them up in conversations, tell friends about them, and somehow, their name keeps popping up in your group chats.
Think about the last time you told someone about a business without being asked. Maybe it was a tiny restaurant with a secret menu that made you feel like an insider. Maybe it was a customer service experience so good it felt surreal, like when Zappos upgraded a standard shoe order to overnight shipping—just because. Or maybe it was something as simple as a barista remembering your order before you even said a word.
People don’t talk about businesses just because they’re good. They talk about them because they’re worth mentioning. And in a world where attention is currency, that’s what sets brands apart.
So, how do you build a business that people can’t help but talk about? Let’s get into it.
Give People a Reason to Care
Nobody raves about a business just because it exists. People talk about brands that make them feel something.
Think about the last time you walked into a place and felt an instant connection. Maybe it was a bookstore where the owner recommended a novel based on your last purchase, remembering you like a friend. Or a tiny bakery where the staff handed you an extra pastry, “just because.” These aren’t big, flashy gestures. They’re small moments that tell customers, you matter here.
Now, contrast that with the businesses you forget the second you leave. The ones that treat you like a transaction. The ones where every interaction feels robotic, where nobody would notice if you stopped showing up.
The difference? Emotion.
When a business makes people feel seen, valued, or part of something bigger, they talk about it. They tweet about it. They drag their friends along because it’s not just a place to buy something—it’s an experience worth sharing.
So, what’s the takeaway? If you want people to talk about your business, don’t just ask, What do we sell? Ask, Why should anyone care?
The Unexpected Always Wins
People don’t talk about the predictable. They talk about surprises—the little twists that make a business stand out.
Take Kimpton Hotels. Most hotels offer the same predictable amenities: Wi-Fi, breakfast, maybe a gym. But Kimpton? They’ll send a goldfish to your room if you’re traveling alone. No extra charge, no special request needed. It’s quirky, unexpected, and exactly the kind of thing people bring up at dinner parties.
Or look at a company like Liquid Death. It’s just canned water, but their over-the-top branding—complete with heavy metal aesthetics and a slogan that literally says “Murder Your Thirst”—makes it impossible to ignore.
The best businesses break expectations. Whether it’s a taco stand that serves orders on silver platters or a dentist’s office that plays stand-up comedy in the waiting room, the goal is the same: give people something to talk about.
Build a Business That Speaks for Itself
Most businesses chase attention. They run ads, beg for likes, and scream for engagement. But the ones people actually talk about? They don’t need to ask for attention—they earn it.
Tesla barely spends a dime on traditional advertising. Instead, it creates products and moments that get people talking. Whether it’s a Cybertruck that looks like it drove out of a video game or an autopilot feature that sparks endless debates, the buzz happens naturally.
Liquid Death—again, just canned water—has people willingly sharing videos of themselves drinking it. Not because they were paid, but because the brand makes them feel like they’re in on the joke.
The takeaway? The best marketing isn’t an ad—it’s a product, an experience, or a story so good that people can’t help but share it.
The Power of Storytelling Over Selling
People don’t tell their friends, “I bought a durable backpack.” They say, “This backpack was designed by ex-NASA engineers and can survive a shark bite.”
That’s the difference between selling a product and telling a story.
Brands that stick in people’s minds aren’t just pushing features—they’re creating narratives. Patagonia doesn’t just sell outdoor gear; they tell the story of protecting the planet. Every product, ad, and campaign feeds into that bigger purpose. Customers aren’t just buying a jacket—they’re buying into a mission.
Apple mastered this too. The first iPod wasn’t marketed as having “1GB of storage.” It was “1,000 songs in your pocket.” A simple phrase that turned tech specs into something people could visualize and talk about.
A great product is important. But a great story? That’s what spreads.
Make Your Customers the Heroes
People love talking about themselves. Give them a reason to tie your brand into their story, and they’ll spread the word for you.
Harley-Davidson doesn’t just sell motorcycles—it sells identity. Owning a Harley isn’t just about transportation; it’s about belonging to a rebellious, road-owning tribe. That’s why customers proudly tattoo the logo on their bodies.
CrossFit works the same way. It’s not just a gym; it’s a community. People don’t just work out—they post about their workouts, wear the merch, and recruit their friends. The brand gives them something to be part of, and they respond by making it part of their identity.
The lesson? If your business becomes a reflection of who your customers are—or who they want to be—they won’t just talk about you. They’ll become your loudest ambassadors.
Turn Customers Into Evangelists
Happy customers might leave a nice review. Obsessed customers will do your marketing for you.
Take Chewy, the pet supply company. When a customer’s dog passed away, they reached out for a refund on unopened food. Instead of just processing the return, Chewy sent them flowers and a handwritten note. That customer? They didn’t just stay loyal—they told everyone about it.
Or look at Glossier. Instead of relying on celebrity endorsements, they built a billion-dollar beauty brand by turning regular customers into influencers. They featured them in campaigns, gave them a voice, and made them feel like insiders. In return, those customers hyped the brand like it was their own.
People don’t talk about average experiences. They talk about unexpected generosity, inside jokes, and brands that treat them like humans, not transactions. Give them that, and they won’t just buy from you—they’ll bring others with them.
Be So Good They Can’t Ignore You
People don’t talk about businesses that do everything “right.” They talk about the ones that make them feel something.
It’s the tiny bakery that remembers your name. The brand that makes you laugh with its packaging. The hotel that sends a goldfish to your room just to make you smile. These moments don’t happen by accident—they happen because someone built a business that wasn’t just functional, but unforgettable.
The good news? You don’t need a massive budget or a viral campaign to make people talk. You just need to create an experience worth sharing. Surprise them. Treat them like they matter. Give them a story to tell.
Do that, and you won’t have to chase attention—people will bring it to you.
