If someone were to try your product for a brief moment, would they then be able to describe your product to a sketch artist? Typically, a sketch artist starts with the most distinguishing features first(think of the “one-armed man” in The Fugitive). Would the differentiating features of your product or service be readily noticed? (Do they even exist?)
Think of word of mouth as a sketch artist test. If a consumer cannot tell a friend what makes your product so special after a few minutes of experiencing it, your company will be left to whither and die in the “cold case” file with the other plain vanilla products.