Brains on Fire Igniting Powerful,

How did the 360 year old scissor company, Fiskars, double its profit in key markets just by realizing its customers already formed a community of avid scrapbookers? How is Best Buy planning to dominate the market of sales of musical instruments? By understanding the Brains on Fire model of tapping movements and stepping away from the old school marketing "campaign" mentality.Brains on Fire offers original, practical and actionable steps for creating a word of mouth movement for corporations, products, services and organizations. It will take readers step-by-step through the necessary actions they need to start a movement of their own. Brains on Fire describes 10 lessons to master and create a powerful, sustainable, word of mouth movement. These lessons are: Movements are about the Passion Conversation. Not the Product Conversation. Movements begin with the conversation. Movements have inspirational leadership. Movements have a barrier of entry. Movements empower people with knowledge. Movements have shared ownership. Movements have powerful identities. Movements live both online and offline. Movements make advocates feel like rockstars. Movements get results.

Robbin Phillips, Greg Cordell, and Geno Church work together at the word-of-mouth marketing and identity company Brains on Fire.?Along with others on the Brains on Fire team, they evangelize around the globe about embracing and elevating the passions of your customers. They conduct speaking engagements, events, workshops, and blogs to help companies and organizations ignite movements. Unbridled by traditional marketing mindsets, they also practice what they preach, partnering with some of the most courageous clients on the planet.

Spike Jones is a writer and editor who gave the Brains on Fire message one voice. You can find him at askspike.com.

Acknowledgments	p. ix
Introduction	p. xiii
Movements Aren't about the Product Conversation; They're about the Passion Conversation	p. 1
Movements Start with the First Conversation	p. 23
Movements Have Inspirational Leadership	p. 37
Movements Have a Barrier of Entry	p. 57
Movements Empower People with Knowledge	p. 69
Movements Have Shared Ownership	p. 91
Movements Have Powerful Identities	p. 107
Movements Live Both Online and Off-Line	p. 123
Movements Make Advocates Feel Like Rock Stars	p. 139
Movements Get Results	p. 153
Your Turn	p. 167
About the Authors	p. 171
Index	p. 175
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Brains on Fire Igniting Powerful, Sustainable, Word of Mouth Movements

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