This article by Steve Knox explores the science behind why consumers talk (or do not talk) about things in their life. I see this factor to be akin to the fulcrum that determines the effectiveness of your marketing lever. While Steve's focus is more on consumer packaged goods products, his principles should apply across services and business to business products equally. I liken Steve's "schemas" to be similar to the traditional marketing strategy frame of reference for a business and the disruption to be similar to the strategic points of difference.
Read the full article here: http://adage.com/cmostrategy/article?article_id=141734