You know true buzz when you see it. But how can you hack it, particularly in a new category? Developing a great product experience is just the first step. To achieve breakthrough results, you also need to systematically cultivate advocacy and understand the science behind mobilizing your customers and fans. Companies like Slack and Tesla generate unbounded enthusiasm that drives unprecedented growth. How do they do it? Serial category-creating entrepreneur Mark Organ, founder of Eloqua and CEO of Influitive discusses how great companies rapidly succeed in new categories through strategically developing a community of advocates and evangelists. These advocates help companies reach a wider audience through trusted channels, accelerate their sales pipeline and revenue growth, and increase customer engagement and retention.