In this chapter, the author describes restaurant story with a lesson that has everything to do with the business, no matter what it might be. The most important factor in the future success of the business is this: what the customers tell people about their experience with retailer. Reputation has always had a greater impact on purchase decisions than any other factor, and today, because of the Internet, the power of customer word of mouth is far, far greater than ever before. Customer recommendations give the magnetic power to attract business. Pardot, a Salesforce company, explains the new buzz phrase in marketing, the “zero moment of truth (ZMOT)”. The trend of business to business (B2B) buying decisions being influenced by word of mouth is more than just growing. It is a veritable market reality tidal wave.