内容简介
How did the 360 year old scissor company, Fiskars, double its
profit in key markets just by realizing its customers already
formed a community of avid scrapbookers? How is Best Buy planning
to dominate the market of sales of musical instruments? By
understanding the Brains on Fire model of tapping movements and
stepping away from the old school marketing "campaign" mentality.
"Brains on Fire" offers original, practical and actionable steps
for creating a word of mouth movement for corporations, products,
services and organizations. It will take readers step-by-step
through the necessary actions they need to start a movement of
their own. "Brains on Fire" describes 10 lessons to master and
create a powerful, sustainable, word of mouth movement. These
lessons are: Movements are about the Passion Conversation. Not the
Product Conversation. Movements begin with the conversation.
Movements have inspirational leadership. Movements have a barrier
of entry. Movements empower people with knowledge. Movements have
shared ownership. Movements have powerful identities. Movements
live both online and offline. Movements make advocates feel like
rockstars. Movements get results.