Three great ideas on word of mouth marketing

I got these from Guy Kawasaki's blog, where he previewed a book by Andy Sernovitz, the CEO of the Word of Mouth Marketing Association, called "Word of Mouth Marketing". There are 10 ideas in all at his original post

1. A study by the Verde Group showed that people who heard about a bad shopping experience are less likely to go to the same store than the person who actually had the bad experience.
2. The most powerful word-of-mouth advocates might be the customers who have only done business with you once so far. They are the most excited; repeat customers are probably accustomed to the great product/service and therefore, ironically, less likely to talk about it.
3. Incentives and rewards are likely to reduce word-of-mouth advertising because motivation becomes suspect. You can’t “buy” word-of-mouth advertising.

Now, I'm bootstrapping yet another venture - whose marketing effort (surprise surprise) will be driven by word-of-mouth marketing. Looks like I need to brush up on the stuff again, and buy this book!