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This document discusses advocacy and its importance for influencing consumers and driving revenue. It defines advocacy as recommending a brand, cause, or idea through a trusted third party. Advocacy is shown to predict revenue growth, with over a third of European consumers influenced by recommendations. Advocacy is becoming more important in a recession as consumers rely more on word-of-mouth. The document then provides a case study on how Microsoft promoted Windows Media Center through advocacy and getting people to talk about it. It outlines a practical approach to advocacy focusing on being remarkable through qualities like being useful, entertaining, and educational.Read less