The Holy Grail: Monty Python tells us that the cup of Jesus is in the Castle Arrrghhh, Indiana Jones tells us it is in danger of falling into Nazi hands, “The Da Vinci Code” tells us it is the womb of Mary Magdalene, and Mark Zuckerberg tells us the greatly sought-after goal of humanity is a trusted referral.

“People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising.”

– Mark Zuckerberg

The reason Facebook’s patriarch heralds the customer testimonial as the ultimate objective is because he truly understands online businesses. And customer testimonials have benefits that can catapult online businesses to success in Indiana Jones’ style.