Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements by Robbin Phillips, Greg Cordell, Geno Church & Spike Jones, Wiley, 224 pages, $24. 95, Hardcover, August 2010, ISBN 9780470614181 “Brains on Fire is not really a business book. It’s a love story …” Those are the opening lines to an incredible collection of stories and insights that is, in fact, both business book and love story.
Look, social media is great. The Internet allows ideas to travel at the speed of light, and it connects us to both information and other like-minded people. But as great as all the Twitters and Facebooks and MySpaces and blogs and message boards and digital doodads are, they will never, ever replace the power of shaking someone's hand, looking them in the eye, getting kindred spirits in the room (or better yet, at your brand's Mecca), and laughing together, getting a drink, sitting at the dinner table—whatever.The book clearly defines the distinction between campaigns and movements. And while making no call for the death of the campaign, the authors reveal how to ignite sustainable movements that build on and spread the passion that people already have for your idea, product or company. Those people are out there; you just have to get out and find them. Because "All it takes is one person to start a movement. ... One. Passionate. Person."