The Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth Marketing

Praise for The Passion Conversation "It′s a fast read, a fun read, a smart read. Short sentences, huge heart. Read it. Why? To absorb an important truth from the masters of word of mouth movements: Conversations spring from passions, not products." —Dan Heath , coauthor of Decisive, Switch , and Made to Stick "Have you ever gotten teary–eyed over a business book? Better yet, over your own business? Prepare yourself for The Passion Conversation , where the folks at Brains on Fire tell how their business connected them with people in very moving and powerful ways, redefining words like marketing, sales, and success. Read this book to move your perspective from business to people, and experience the incredible effect it will have on your life and work." —Jon Mueller , General Manager, 800–CEO–READ "Love is the missing ingredient in developing loyalty with customers. In The Passion Conversation , the smart folks at Brains on Fire expertly explain how to develop deeper connections with customers who in turn sing your praises to everyone they know." —Jackie Huba , author of Monster Loyalty: How Lady Gaga Turns Followers into Fanatics "I′ve had my eye on Brains on Fire for a while. Their humanity makes them quite distinctive, and The Passion Conversation captures that unique voice." —Peter Sims , author of Little Bets and founder of The BLK SHP Enterprises

Preface A Note from the Authors ix Introduction 1 Chapter One Understanding Word of Mouth Marketing 17 Chapter Two Sparking Word of Mouth Marketing 37 Chapter Three Heroes: A Love Story 69 Chapter Four The Fitness Rebellion: A Love Story 97 Chapter Five The Driven Class: A Love Story 123 Chapter Six Wonderopolis: A Love Story 149 Chapter Seven Sustaining Word of Mouth Marketing 177 Bibliography 196 Acknowledgments 198 About the Authors 201 Index 205

ROBBIN PHILLIPS , GREG CORDELL , GENO CHURCH , and JOHN MOORE work together at the word of mouth marketing and identity company Brains on Fire. Along with others in the Brains on Fire tribe, they partner with some of the most fearless businesses and organizations on the planet to ignite movements through the contagious power of passionate people. Robbin is the courageous President of Brains on Fire and truly believes love is a circular transaction. Greg is the Chief Inspiration Officer, which means his job is to find inspiration where no one else is looking. Geno is the Word of Mouth Pathfinder, helping to find and nurture the passion conversation inside every business. John is the Chief of Wahoo, helping clients grow and fostering learners and leaders within the Brains on Fire tribe.