>> by sharing their unique travel and food stories one-on-one with their customers, the bitterman's business has grown in ways they never anticipated. >> we don't do advertising. we think the real way to build a business is word of mouth. it's extraordinarily robust. it's very, very resilient. and it works in ways that you could never predict. so you don't define what y are,. >> getting people involved in the back story of your product can help spice up some interest. let's turn to this week's board of directors. john janse is the creator of duct tape marketing. he's also author of the new book "referral engine." terry evans is the deputy editor at entrepreneur.com. and mike the founder of on siddon launch, a group that helps small business owners known as niche businesses.