The Optometric Cafe across from my office in Beverly Hills was fixing my sunglasses for free (several times) months before I was actually a paying customer. They saw me as a potential customer, and possibly believed in word of mouth enough to service me gratis. I’ve since purchased two pair of pricey sunglasses from them (we have to encourage this behavior), and they just fixed the pair I bent – again for free.

I can’t find them online. Not even as a listing in Google Maps. And while there is a steady stream of foot traffic on South Beverly, they’re never very busy inside. Nevertheless, they’re still in business. I tell everyone about them and I hope their WOM strategy is working as it is with me.