{"product_id":"brains-on-fire-9780470614181","title":"Brains on Fire","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eDevelop and harness a powerful, sustainable word-of-mouth movement\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow did the 360-year-old scissor company, Fiskars, double its profit in key markets just by realizing its customers had already formed a community of avid scrapbookers? How is Best Buy planning to dominate the musical instruments market? By understanding the Brains on Fire model of tapping movements and stepping away from the old-school marketing campaign mentality.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBrains on Fire\u003c\/i\u003e offers original, practical and actionable steps for creating a word-of-mouth movement for corporations, products, services, and organizations. It takes you step-by-step through the necessary actions needed to start your own authentic movement.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eDevelop and harness a powerful, sustainable, word-of-mouth movement\u003c\/li\u003e \u003cli\u003eDescribes 10 lessons to master and create a powerful, sustainable movement\u003c\/li\u003e \u003cli\u003eThe Brains on Fire blog is often ranked in the top 100 of AdAge''s Power 150 Marketing Blogs\u003c\/li\u003e \u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eAcknowledgments ix\u003c\/p\u003e \u003cp\u003eIntroduction xiii\u003c\/p\u003e \u003cp\u003eLesson 1: Movements Aren’t about the Product Conversation; They’re about the Passion Conversation 1\u003c\/p\u003e \u003cp\u003eLesson 2: Movements Start with the First Conversation 23\u003c\/p\u003e \u003cp\u003eLesson 3: Movements Have Inspirational Leadership 37\u003c\/p\u003e \u003cp\u003eLesson 4: Movements Have a Barrier of Entry 57\u003c\/p\u003e \u003cp\u003eLesson 5: Movements Empower People with Knowledge 69\u003c\/p\u003e \u003cp\u003eLesson 6: Movements Have Shared Ownership 91\u003c\/p\u003e \u003cp\u003eLesson 7: Movements Have Powerful Identities 107\u003c\/p\u003e \u003cp\u003eLesson 8: Movements Live Both Online and Off-Line 123\u003c\/p\u003e \u003cp\u003eLesson 9: Movements Make Advocates Feel Like Rock Stars 139\u003c\/p\u003e \u003cp\u003eLesson 10: Movements Get Results 153\u003c\/p\u003e \u003cp\u003eLesson 11: Your Turn 167\u003c\/p\u003e \u003cp\u003eAbout the Authors 171\u003c\/p\u003e \u003cp\u003eIndex 175\u003c\/p\u003e\n\u003c\/ul\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402379010391,"sku":"9780470614181","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470614181.jpg?v=1730480214","url":"https:\/\/bookcurl.com\/products\/brains-on-fire-9780470614181","provider":"Book Curl","version":"1.0","type":"link"}