"I heard it through the Grapevine"

When did you first hear this song, and who was the artist? Chances are good you will think 1968 and “Marvin Gaye”. The song, actually, was conceived in 1966 by Barrett Strong as he walked down Michigan Avenue in Chicago, and first recorded by Smokey Robinson and the Miracles, then picked up in 1967 by Marvin Gaye, and soon thereafter recorded by Gladys Knight and the Pips.

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The word spread. The song took hold, and the lyrics became iconic.

Whatever it is you are trying to sell, promote, distribute, or announce on your website, needs this same kind of grapevine. You want testimonials, comments, reviews and social links to get your site—your product, your message, your company, your organization—out of the cloud and down onto Michigan Avenue.

Yes, it is important to define yourself. It is how people talk about you, though, which will sell the song.