"you can make more friends in two months by becoming genuinely interested in other people than you can in two years by trying to get other people interested in you."
When dealing with people in a word-of-mouth industry, you can rest assured, no better advice could be given. From the seeming insignificant parking attendant at your regular lot, to your morning barista- show genuine care and concern. Ask questions, BE present and attentive to their answers. Follow up.
In an individualistic culture, living a life that shows genuine interest for other people will set you radically apart. Want to be memorable? Care about people, watch what happens.