A teacher once observed a child having trouble zipping up his jacket. She said, “The secret is to put the straight part all the way in, hold it in with one hand while pulling on the tab with the other hand.”
The child asked, “Why is that a secret?”
In this book, “Secrets” means key principles not generally known, not things people don’t want you to know.
The central purpose of this book is to lay out the secrets — key principles — of Word-of-Mouth Marketing, as distinct from all the details of the techniques. There are so many of them now that it would take 1000+ page book that would be instantly obsolete. By concentrating on principles, this book will help you even think about the things that haven’t been invented yet!