Brains on Fire, by Geno Church

I received this book from the hands of the author, Geno Church, during the 2010 WOMMA Summit in Las Vegas—my report can be found . He brought a dozen copies with him. At the end of his talk, he said he would give a book to whoever asked a question. Needless to say, the flood of questions only stopped when we had to clear the room for the next presenter!

For me, this book is an excellent introduction to word-of-mouth principles. The Brains of Fire team faced the same questions as ENIGMA faces:

– Can a WOM program work when the product is not sexy, like a guitar or a kayak?

– Can a campaign centered on 4 people become viral?

– Does WOM work with B2B?

The book consists of 11 lessons about WOM; each is illustrated with concrete cases. It’s inspiring, it’s surprising, it’s different from classical communication, but it’s so close to what we do at ENIGMA.

I can’t help sharing with you a quote from the book:

« People don’t buy your company, product, or service first; they buy people first. »

On amazon.com: