Word of mouth comes directly from expectations.
Low expectations are a terrific shortcut, because when you exceed them, people are so amazed that they can't help but talk about it.
But low expectations are dangerous, because if you fly too low, you're invisible. Worse, when people expect little of you, they often don't bother listening at all.
So most of the time, you're challenged with this: high expectations that must be beat.
Broadway shows. Apple products. Expensive consulting services. Promise big and deliver bigger seems to be the only reliable strategy.