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.
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? 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?
Brains on Fire reveals how to ignite powerful, meaningful, sustainable, word-of-mouth movements that are “win-win” for your customers and your business. Believing that the focus should be on people and not the shiny new tools and tactics du jour (like Facebook and Twitter), Brains on Fire 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. 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.
"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."
"Brains on Fire is loaded with great advice from a team of people who have repeatedly built successful movements, ranging from an anti-teen-smoking movement to a pro-city-parks movement. If you want to lead a movement, start with this book."
Brains on Fire 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. And to prove that it’s possible, Brains on Fire is filled with examples of organizations that have already done it.
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—oh, the stories!—able to offer real advice to anyone who wants to make a movement out of what they do all day. Put down your Powerpoints and ad campaigns, folks. This takes guts and faith and patience, but mostly it takes passion. Not yours. Your customers. Brains on Fire can help you find it, trust it, and gently blow on the ember until it ignites. It’s not brand management, it’s brand transformation. You in? There’s a truth that lies deep within the promise of this modern, digital world—that authentic leadership can be released from your customers, and their passion can be fanned into movements that change lives forever. Brains on Fire can help make it true for you. Buy the book.