Buzz Only Kills a Useless Product Faster

Three INSEAD professors say that building a lot of buzz can hurt adoption and market size when a product is "perceived as 'useless.'" Read the whole article here. Bottom line, according to the profs:

"When you have a new product that is not useful, then negative word of mouth spreads quickly and leads to that product dying quickly.”

The point for marketers, therefore, is to generate buzz that reflects not just how new a product is but also how useful it is.