What Are the Passive and the Reactive Referrals?

"I would put up on a, I had a big flip pad on the stage and I would put three columns as I was going through those stories," he says. "Without fail it was always either 80, 70 or 70, 30, passive and reactive." Then that left this third column which I labeled with a big O at the top of the page. That's really the column where all the opportunity is. It happens for chiropractors, doctors, eye doctors, dentists, anybody in business has somebody who was referred to them just shows up on their doorstep.