The Passion Conversation

No passion, no conversation. No conversation, no word of mouth. No word of mouth, no successful business.

If you think you are in the marketing business, think again. You’re in the people business, and The Passion Conversation teaches you how to get people to fall passionately and madly in love with your organization or cause.

The author’s mash-up of the latest in wonky academic research with practical, real-world stories shows how any business can spark and sustain word of mouth marketing. Readers learn how loving your customers results in not just building a thriving community, but also driving meaningful conversations, ultimately impacting the financial success of a business.

The Passion Conversation will change your perspective on marketing by:

• Explaining the three motivations for people to talk about businesses and causes
• Detailing how every marketing problem is a people problem in disguise
• Giving heartfelt evidence that marketing materials are now conversation tools
• Showing how customer communities sustain word of mouth while also sparking financial impact
• Helping your business apply these marketing lessons through a series of workbook exercises called "Passion Explorations"

The time is now for marketers and businesses to go beyond the product conversation to understanding, sparking and sustaining the passion conversation for why your business is in business.

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.

Join the conversation at brainsonfire.com/blog.

NO PASSION, NO CONVERSATION.
NO CONVERSATION, NO WORD OF MOUTH.
NO WORD OF MOUTH, NO SUCCESSFUL BUSINESS.

If you think you are in the marketing business, think again. You're in the people business, and in order to succeed, you need to make people fall passionately and madly in love with your organization or cause. You need to stoke the embers of love by celebrating your customers, touching their lives, and discovering their passions.

Loaded with the latest in academic research, alongside practical, real-world stories, The Passion Conversation shows how any business can spark and sustain word of mouth marketing. Learn how loving your customers can result in not just building a thriving community, but also driving meaningful conversations and, ultimately, the financial success of your business.

The Passion Conversation will change your perspective on marketing by delivering essential advice and insights for igniting passion in your customers and employees, including:

• The three motivations that drive people to talk about businesses and causes
• How every marketing problem is actually a people problem in disguise
• Heartfelt evidence that marketing materials are now conversation tools
• The importance of finding the right people to lead a conversation
• A series of exercises called "Passion Explorations" to help you apply these lessons to your business
• And much more!

Marketers and businesses must go beyond shouting about your product and services. The time has come to understand, spark, and sustain the passion conversation that tells the world why your business is in business. Customers, those madly in love with your brand, will happily and passionately tell others of your greatness.

NO PASSION, NO CONVERSATION. NO CONVERSATION, NO WORD OF MOUTH. NO WORD OF MOUTH, NO SUCCESSFUL BUSINESS.

If you think you are in the marketing business, think again. You're in the people business, and in order to succeed, you need to make people fall passionately and madly in love with your organization or cause. You need to stoke the embers of love by celebrating your customers, touching their lives, and discovering their passions.

Loaded with the latest in academic research, alongside practical, real-world stories, The Passion Conversation shows how any business can spark and sustain word of mouth marketing. Learn how loving your customers can result in not just building a thriving community, but also driving meaningful conversations and, ultimately, the financial success of your business.

The Passion Conversation will change your perspective on marketing by delivering essential advice and insights for igniting passion in your customers and employees, including:

• The three motivations that drive people to talk about businesses and causes
• How every marketing problem is actually a people problem in disguise
• Heartfelt evidence that marketing materials are now conversation tools
• The importance of finding the right people to lead a conversation
• A series of exercises called "Passion Explorations" to help you apply these lessons to your business
• And much more!

Marketers and businesses must go beyond shouting about your product and services. The time has come to understand, spark, and sustain the passion conversation that tells the world why your business is in business. Customers, those madly in love with your brand, will happily and passionately tell others of your greatness.