by Josh Bernoff (Reprinted from Ad Age DigitalNext .) This is a big week for me. Our book Empowered , with advice about how to manage your company in the age of empowered customers, is about to hit the shelves. We've put in place a bunch of word of mouth programs and as I reflect on them, I am hoping there is a lesson regarding generosity for marketers selling just about anything. Giving out free stuff is a time-honored marketing technique. It can also be very expensive,