The last time you got excited about a product or service that was important to you how did you choose it? According to Euro RSCG, the fifth largest advertising agency in the world, there is a 40% chance that you relied on a referral from a trusted friend or colleague.¹ Other sources of information like radio, TV, and print ads accounted for 0%, 4% and 4% respectively of this kind of decision making. Euro RSCG also says that the effectiveness of mass advertising is declining precipitously. This study happens to have focused on technology products and services but Evangelist Marketing believes that it applies in general. Also, the technology industry tends to be a leading indicator for all of American business.