Do your customers love your brand more than your employees do? According to authors Robbin Phillips, Greg Cordell, Geno Church, and Spike Jones, that kind of lopsided brand love is unsustainable.
They believe that passion for your brand needs to live both inside and outside of your company. They ask you to think about a conversation between any randomly chosen employee and customer — would they both have awesome stories to tell about your culture?
This is the key concept behind “The Passion Conversation” detailed in this excerpt from Brains on Fire. They also explain how you can get these kinds of passionate conversations.
The Brains on Fire team is courageous group of word of mouth marketers who ask you to dig deep and discover what ignites powerful, sustainable movements. Here are some other questions they ask in this excerpt:
- Is your customers’ brand loyalty so strong it could live on without you?
- Are people dying to work for you?
- Does everyone still know what you’re working towards?
