There is an idea that you can become important and memorable in the minds of your customer just by using the power of words. Stan Phelps invested in this idea and applied it to marketing, knowing that when a business is doing something extra for the customer, word of mouth spreads about that unique service or product. He explains that 20% of customers drive 80% of profitability which he calls the Law of The Vital Few and the Trivial Many. Everyone needs a positive message when their day suddenly turns south. This is why words are a vital currency in this age. We write stories to learn, and from this learning we can change the world. Tammy Kling uses this belief saying that it doesn’t matter if you are a millionaire or a homeless person, you can save and change lives just by saying a good word to a person.