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Painting the Picture

Creating buzz for your business means having a great product. Creating that great product, however, is an art.

This story appears in the July 2008 issue of Entrepreneur. Subscribe »

Lots of people ask me the question, How can I get people to evangelize my product? Bookmark this: The key to evangelism is having a great product. It is easy, almost unavoidable, to catalyze evangelism for a great product. It is hard, almost impossible, to catalyze evangelism for crap. (The word evangelism, after all, comes from the Greek word for "bringing the good news," not "bringing the crappy news.") So what are the characteristics of a great product? DICEE.

DEEP A great product is deep. It doesn't run out of features and functions after only a few weeks of use. Its creators have anticipated what you'll need once you come up to speed. As your demands get more sophisticated, you discover that you don't need a different product.

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