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<p>Acknowledgments ix</p> <p>Introduction xiii</p> <p>Lesson 1: Movements Aren’t about the Product Conversation; They’re about the Passion Conversation 1</p> <p>Lesson 2: Movements Start with the First Conversation 23</p> <p>Lesson 3: Movements Have Inspirational Leadership 37</p> <p>Lesson 4: Movements Have a Barrier of Entry 57</p> <p>Lesson 5: Movements Empower People with Knowledge 69</p> <p>Lesson 6: Movements Have Shared Ownership 91</p> <p>Lesson 7: Movements Have Powerful Identities 107</p> <p>Lesson 8: Movements Live Both Online and Off-Line 123</p> <p>Lesson 9: Movements Make Advocates Feel Like Rock Stars 139</p> <p>Lesson 10: Movements Get Results 153</p> <p>Lesson 11: Your Turn 167</p> <p>About the Authors 171</p> <p>Index 175</p>

<p><b>Robbin Phillips</b>, <b>Greg Cordell</b>, and <b>Geno Church</b> 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.</p> <p><b>Spike Jones</b> is a writer and editor who gave the Brains on Fire message one voice. You can find him at askspike.com.</p>

<p>Are you really surprised when you hear that people don't trust marketers? After all, who wants to be considered a "target," a "demographic," or just a faceless piece of "market share"? Who wants such a relationship? What's in it for them?</p> <p>Yet even as they resist "marketing," your customers are embracing causes and communities that have meaning for them. Empowered by new technologies, they're speaking out, talking back, and spreading the word on what they're passionate about. Do you want your business to inspire and benefit from that passion? <i>Brains on Fire</i> reveals how to ignite powerful, meaningful, sustainable word of mouth movements that are "win-win" for your customers and your business.</p> <p>Believing that the focus should be on people and not the shiny new tools and tactics du jour (like Facebook and Twitter), <i>Brains on Fire</i> gives you the keys to building long-term momentum both online and offline for your company, product, service, or organization. Featuring ten lessons you can start building on today, it takes you step by step through lessons the authors have learned on how to inspire excitement and engage the customers and other stakeholders who will advocate for you.</p> <p>How did a 360-year-old company double its profits in key markets just by tapping into a community its customers had already formed? How does a major retailer plan to win as it moves into an entirely new type of business? Real-life examples show you how today's companies win at word of mouth; all are discussed so you can easily understand and apply the principles in your business.</p> <p>What if "marketing" is really about connecting—finding the people who are looking for you and bringing greater value to their lives? <i>Brains on Fire</i> gives you the tools to connect with and excite your customers, launch authentic word of mouth movements, and produce exponential returns over the long term.</p>

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