I heard Robbin Phillips speak at AMA MarketingEdge in Houston and was thrilled to receive a copy of her latest book. I read it cover to cover, much like I did the original Brains on Fire book.

This Haiku Deck captures a few of the inspiring thoughts and points from the opening pages.

Be sure to check out the whole book: http://www.brainsonfire.com/books/index.html

The authors:
Robbin Phillips
Greg Cordell
Geno Church
John Moore

Meet the team here:
http://www.brainsonfire.com

From The Passion Conversation:

"We’ve given a lot of thought to the word passion, which we actually mention 67 times in our last book. Since that first book, we’ve wondered over and over again -- at first to ourselves, then aloud to one another -- is passion something that can be unearthed in someone? Can it be taught? Is it real?"

"It’s in our DNA as human beings to share things we find valuable and meaningful with others. We talk about things (and people) we love often and with a force that sticks."

"Passion fuels word of mouth conversation and excitement. Our passions make us happy and let us know that life is worth living. They motivate us to do remarkable things. When we are passionate about someone, we really do talk about that person all the time."

"What does it take to fall in love with your advocates, the customers and employees who are ready, willing, and happy to fall in love with you? The people who are therefore willingly and passionately talking about you?"

"Passion should be a mirror. The reflections should match; inside passion should mirror outside passion. You have to know what drives you and your employees to get up in the morning before you can connect with other like-minded people."

"Be realistic about who your customers are, and who you want them to be. If they’re not interested, you can’t make them love you. You can’t choose your advocates, they choose you."

"Data is great, but you can’t learn about someone’s passion through data and demographics. To really fall in love with your customers and to find their passions, you need to take time to be with your customers.

To learn about people’s true passions, you have to earn their trust, and trust takes time. Enjoying the company of others and being with people is the first requirement in finding the passion conversation."

"Listen and participate in the online conversations that your customers and potential customers are having. Today’s online technology gives everyone the ability to connect with people who share similar interests, and connects you to people you probably would have never met in real life."

"Finding the passion conversation doesn’t happen overnight. To build real and long lasting relationships, you need to be in it for the long haul; you do it every single day, and the value of your efforts will only grow exponentially strong and deeper with time."

"Try creating memories in several different locations. This creates the effect that you’ve known each other for a longer time than you actually have. By sharing memories of fun places and experiences with other people, you feel more familiar around them and, although it takes time, it’s well worth it."

"Not everyone will love you, but that’s okay. The important thing is to enjoy the process of expanding your community and connecting through your shared passions. Some people might push you away, and you might push others away as well, but this is for the best; those that are turned off by your passions will never be your advocates or customers."

"Proximity is a significant factor in falling in love; the more familiar someone becomes to you, the more positive emotions you will feel around them and the level of attraction increases. To get closer to someone, you need to have lots of contact with them."

"Sharing shows you care, which leads to trust. So think about some ways you can let your employees and customers in on things that they don’t typically get to see. Doing so will create intimacy and closeness."

"Don’t create brochures; create conversation tools. And keep in mind that less is more when it comes to these. Less is more when it comes to stories as well. Short, sharable stories rule."

"Encourage others to talk about themselves, their lives, their hopes, and their dreams. Create platforms, online and offline, for the people you serve to share their own stories, Give them opportunities to talk and be willing to listen."

"Marketing nowadays is more about reframing the work you do in the world to inspire your employees and customers. The most successful word of mouth-driven businesses in the world have always been in the business of inspiring people."