If you're not one of the 6.5 million to date who have seen the now famous YouTube video of the wedding ceremony that had the entrances of all the participants including the bride and groom choreographed (loosely) to the song, Forever, you might want to check it out before reading further. Even if you don't read further you might want to check it out, for a number of reasons:

It's fun to watch and there is a joy in the ceremony that is clearly infectious.

It's a great example of the viral nature of the Internet and YouTube.

And it's also a great example of what can come of something genuine, apparently without an ulterior motive or long range objective (except for some local exhibitionism). The bride was a dancer or had an interest in dancing, so for her wedding, she wanted everyone to dance into the ceremony. She wanted her wedding to be unique, memorable, to entertain her guests. And it did all that.

But like the best marketing campaigns (which it wasn't) it took on a life of itself. After the wedding, the guests wanted to tell others about it, so someone posted the video on YouTube and sent the link to the guests. The rest is history. It was so unique, that the guests had to share it with their friends and the friends with their friends and so on.

The bride and groom and the entire wedding party were invited on network TV shows. They recreated the opening entrances. And they weren't even selling anything (so far), but they could. Anyway, I digress. What's the point? What's the secret?

It was genuine. It was real. In life and in business, keeping it real is a reward unto itself and may bring other rewards, often unimagined.