11. Your Turn
by Spike Jones, Geno Church, Greg Cordell, Robbin Phillips
Brains on Fire: Igniting Powerful, Sustainable Word of Mouth Movements
- Copyright
- Acknowledgments
- Introduction
- IT'S ABOUT PEOPLE, STUPID
- WHY SHOULD YOU CARE ABOUT THIS BOOK?
- WHAT IS A MOVEMENT?
- CAMPAIGNS VERSUS MOVEMENTS
- CAMPAIGNS HAVE A BEGINNING AND AN END
- MOVEMENTS GO ON AS LONG AS KINDRED SPIRITS ARE INVOLVED
- CAMPAIGNS ARE PART OF THE WAR VOCABULARY
- MOVEMENTS ARE PART OF THE EVANGELIST VOCABULARY
- CAMPAIGNS ARE DRY AND EMOTIONALLY DETACHED
- MOVEMENTS ARE ROOTED IN PASSION
- CAMPAIGNS RELY ON TRADITIONAL MEDIA
- MOVEMENTS RELY ON WORD OF MOUTH, WHERE THE PEOPLE ARE THE MEDIUM
- CAMPAIGNS ARE PART OF THE CREATIONIST THEORY
- MOVEMENTS ARE PART OF THE EVOLUTIONIST THEORY
- CAMPAIGNS ARE YOU TALKING ABOUT YOURSELF
- MOVEMENTS ARE OTHERS TALKING ABOUT YOU
- CAMPAIGNS ARE AN ON-OFF SWITCH
- MOVEMENTS ARE A VOLUME DIAL
- CAMPAIGNS EMBRACE AN US-VERSUS-THEM MENTALITY
- MOVEMENTS SAY, "WE'RE ALL IN THIS TOGETHER"
- SO WHO INSIDE YOUR COMPANY SHOULD OWN THE MOVEMENT?
- ONE LAST THING
- 1. Movements Aren't about the Product Conversation; They're about the Passion Conversation
- 1.1. THE NEW PERSPECTIVE
- 1.2. REFRAME THE CONVERSATION
- 1.3. EXAMPLES? HERE ARE SOME FROM OUR OWN EXPERIENCE
- 1.4. IT'S REFRAMING THE CONVERSATION
- 1.5. SIMPLE? NEVER. EFFECTIVE? ABSOLUTELY
- 1.6. WHY AM I LOOKING FOR THE PASSION CONVERSATION AGAIN?
- 1.7. PASSION STARTS WITH PURPOSE
- 1.8. THE PASSION CONVERSATION NEEDS TO BE INTERNAL AND EXTERNAL
- 1.8.1. If We Randomly Chose One of Your Employees and One of Your Customers and Put Them in a Room Together, Would a Passionate Brand Lovefest Break Out between These Two Strangers?
- 1.8.2. If Your Company Were (Heaven Forbid) to BeHit by a Bus Tomorrow and Exterminated, Would Your Brand Live On without You? In Other Words, Is Your Customer's Brand Loyalty So Strong That It
- 1.8.3. Can Your Brand Cross Its Heart and Make an Ironclad Promise to Your Customers? Do You Know What That Promise Is?
- 1.8.4. Do You Have Talented People Invading You with Resumes? Are the Best of the Best Dying to Work for You?
- 1.8.5. If You Threw an Optional Employee Party, How Many of Your Employees Would Attend?
- 1.8.6. Is the Entrepreneurial Inspiration That Gave Birth to Your Company Still Alive and Well? Prove It
- 1.8.7. Does the World Know about Your Brand Solely through Traditional Media Advertising and Promotion? Or Do You Rely on That Effective and Efficient Word-of-Mouth Advertising?
- 1.8.8. Are Your Employees Encouraged and Empowered to Speak Their Minds—or Shut Up and Work?
- 1.8.9. Do Your Financial Goals Have a Death Grip on Your Trachea?
- 1.8.10. What Is So Important about Your Brand That You Would Work on It without Compensation?
- 1.9. HOW DO YOU FIND THE PASSION CONVERSATION?
- 1.10. IT DOESN'T END WITH PARTICIPATION
- 1.11. BUT I DON'T HAVE A SEXY PRODUCT LIKE GUITARS AND KAYAKS
- 2. Movements Start with the First Conversation
- 2.1. WE DON'T KNOW WHAT WE DON'T KNOW
- 2.2. BURN THE NONDISCLOSURE AGREEMENT
- 2.3. A CASE FOR AGENCY VISIBILITY
- 2.4. REMEMBER, IT'S PASSION, NOT PRODUCT
- 2.5. THE FIRST CONVERSATIONS ALLOW THE OPPORTUNITY FOR A STORY
- 2.6. SOUL IS A KEY INGREDIENT
- 2.7. THE FIRST CONVERSATIONS GET BUY-IN
- 2.8. WHO SHOULD YOU BE TALKING TO?
- 3. Movements Have Inspirational Leadership
- 3.1. HOW TO FIND A MOVEMENT'S LEADERS
- 3.2. FINDING TEEN LEADERS
- 3.3. FINDING LEADERS OF A MUSICAL INSTRUMENT MOVEMENT
- 3.4. GROWING INFLUENCE CREATES LOYALTY
- 3.5. PASSIONATE PEOPLE PUT IN THE HARD WORK
- 3.6. REMEMBER, IT TAKES ONLY ONE
- 3.7. QUIET LEADERS
- 3.8. BUT I WANT ONLY THE COOL, SEXY PEOPLE TO BE THE LEADERS OF MY MOVEMENT
- 4. Movements Have a Barrier of Entry
- 5. Movements Empower People with Knowledge
- 6. Movements Have Shared Ownership
- 6.1. HAVE THE COURAGE TO GIVE UP OWNERSHIP
- 6.2. BECOME FANS OF YOUR FANS
- 6.3. SHARED OWNERSHIP STARTS AT THE VERY BEGINNING OF A MOVEMENT
- 6.4. FISKATEERS COMING TO THE RESCUE
- 6.5. SHARED OWNERSHIP ALLOWS YOUR FANS TO PICK UP THE BANNER AND MARCH FORWARD
- 6.6. BUT THEY'RE NOT USING OUR LOGO THE RIGHT WAY
- 6.7. SHARED OWNERSHIP LETS "YOUR" MESSAGE BECOME "OUR" MESSAGE
- 6.8. WHAT SHARED OWNERSHIP MEANS FOR THE CREATIVE PROCESS
- 7. Movements Have Powerful Identities
- 7.1. IDENTITY VERSUS BRAND
- 7.2. IT'S EASY TO PROMISE; IT'S HARD TO COMMIT
- 7.3. SOLID IDENTITIES ARE POLARIZING
- 7.4. SO BACK TO THE QUESTION AT HAND
- 7.5. NUMBERS DON'T MATTER, BUT NUMBERING DOES
- 7.6. THE RALLYING CRY
- 7.7. IDENTITY AFFECTS EVERYTHING
- 7.8. DON'T DENY YOUR DNA
- 7.9. SAME TRIBE
- 7.10. YOUR IDENTITY ISN'T THE IDENTITY OF YOUR COMPETITION
- 8. Movements Live Both Online and Off-Line
- 9. Movements Make Advocates Feel Like Rock Stars
- 10. Movements Get Results
- 11. Your Turn
- About the Authors
Igniting movements is hard work.
It's building with people, not tools.
Our belief is simple ... we're all in marketing grad school. We're not experts. Frankly there are no experts yet. And that's why we're all in this together.
There are more lessons to learn, more stories to share and more movements to ignite ...
So, join the Brains on Fire movement at www.brainsonfire.com/lessoneleven. Let's write the next chapters together.
This is the beginning, not the end.
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