Conversations about a company always start within that company.
Conversations within a company will create the same conversations outside that organization.
Those conversations will mirror, morph and magnify back and forth with each other.
Happy employees have conversations with their colleagues which create more happy employees and colleagues.
Happy employees have conversations with customers which create more happy customers.
Happy customers have conversations with their friends, family and colleagues which create...happy expectant, referrals; those become happy customers after a conversation with those happy employees who started it all in the first place.
Happy prospects, happy customers, have conversations with happy employees which make the employees happier.
The cycle starts again. It's pleasantly vicious.
And if those employees are not happy, engaged, excited, motivated...well, you can see where this conversation, their conversations, will go. That cycle is not pleasant.
That's it; that's the ins and outs of conversation marketing.
It's not tricky. The World Is As We Are. That includes our conversations. That includes our marketing, our operations, our results, each other, our customers, our vendors and all the conversations among all these functions and silos and partners.
Like personal change, if we're not happy with the conversations then we have to change our conversations. We change the conversations we have with each other in our companies.
After that, it can be pleasant. For everyone.