Provide the WOW in WOM Conversations

According to Buzz Canuck, there are 30 things important in ensuring the "art of word of mouth conversation"

My personal favorite is #14:

#14 - Provide The WOW – the 2nd, 3rd and 6th most important reasons why people engage in word of mouth about products is to hear about stuff that is innovative, exciting and new. Average stuff is boring, answer the question - what’s so different about your discovery.