Brains on fire lesson 1

Lesson 1

“Movements Aren’t about the Product Conversation; They’re about the Passion Conversation”

Building a movement is not about you, it never has been, and it never will be. Since we can’t build a movement around the company, product, or service, we have to find the passion conversation and ignite the movement around whatever that may be. When we reframe the conversation, we allow people to look at it in a completely different way.

Part of the passion conversation is actually the product itself. People want to be a part of something bigger than themselves because everyone wants to be bigger than they are. “Reframing the conversation is about going from what role does our product play in people’s lives, to what role can we play? It’s from a product role to a social role.”

We’re just looking for passion. Period. When you bring people together, then the shared passion emerges. People unite based on the enthusiasm that brought them to the table, which they can now share with one another.

It’s the things we’re most passionate about that we want to talk about. “Connecting people who share the same passions affirms that you are not alone. It’s the remarkable experiences that inspire us that we want to share with other people and it’s passion that separates a sustainable movement from a short-term campaign.

Building movements requires us to understand not only what people are saying about your products and services but also how your offerings allow customers to do what they love, or do it better. This is the passion conversation.

Passion needs to be a mirror, something that’s equal inside and outside a company. To figure out what people’s passion is, you have to talk to them. Spend time with them. Participate in their lives. So find the passion you share with your customers, and support it. It gives your customers a reason to love you that the competition cannot easily supersede.