About the Authors
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
-
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