Everyone wants their company, product or service to spread like wildfire. Seth Godin has the right viewpoint on this:

“The only stories that work, the only stories which impact, the only stories that spread are the ‘I can’t believe that!’ stories. These are the stories that aren’t just repeatable: these are the stories that demand to be repeated.”
“Your story doesn’t have to be salacious [naughty] or noisy or over the top. But it must be remarkable. Too often marketers are so self-absorbed that they believe that their story deserves to spread. Hey, you don’t get to decide what spreads – the public does. Authentic stories that earn the right to be passed on will be passed on. It’s up to you, the marketer, to earn that right.”

Over and over, companies tell me a vision that is just too ordinary. The ones that succeed big are the Steve Jobs and Richard Bransons of the world. They had a big, very different idea and weren’t afraid to pursue it whole-heartedly.
I’ve said it before. David Ogilvy said as much. You can’t bore people into buying what you’re selling.