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Brains on Fire. Igniting Powerful, Sustainable, Word of Mouth Movements

  • ID: 2243038
  • Book
  • September 2010
  • Region: Global
  • 224 Pages
  • John Wiley and Sons Ltd
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"Succeeds at doing what so many other business books attempt: it provides a recipe for how every company can succeed—but the secret isn′t in the latest tools, online communities, or campaign tactics. It′s about passion, humanization, and common sense."—Scott Monty, Head of Social Media, Ford Motor Company

"Loaded with great advice from a team of people who have repeatedly built successful movements . . . If you want to lead a movement, start with this book."—Dan Heath, coauthor of Switch and Made to Stick

"Enter Brains on Fire. It isn′t just a book or a company, it is a collection of real people, with souls and hearts and stories able to offer real advice to anyone who wants to make a movement out of what they do all day."—Ellen McGirt, Senior Writer, Fast Company magazine

"Brains on Fire has the ability to assemble a powerful?team that speaks as one unit. This engaging?book is all about how that team works, including love, hard work, shared passion, with a constant?focus on the goal."—Douglas J.?Greenlaw, former head of sales and promotional marketing, MTV Networks, New York

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Acknowledgments ix

Introduction xiii

Lesson 1: Movements Aren’t about the Product Conversation; They’re about the Passion Conversation 1

Lesson 2: Movements Start with the First Conversation 23

Lesson 3: Movements Have Inspirational Leadership 37

Lesson 4: Movements Have a Barrier of Entry 57

Lesson 5: Movements Empower People with Knowledge 69

Lesson 6: Movements Have Shared Ownership 91

Lesson 7: Movements Have Powerful Identities 107

Lesson 8: Movements Live Both Online and Off–Line 123

Lesson 9: Movements Make Advocates Feel Like Rock Stars 139

Lesson 10: Movements Get Results 153

Lesson 11: Your Turn 167

About the Authors 171

Index 175

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Robbin Phillips
Greg Cordell
Geno Church
Spike Jones
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