Behind the Scenes with Author Robbin Philips

Q: Why did you and the other authors write this book?

A: We’re all in grad school right now – there are no experts.  We’ve learned so much along the way in creating word of mouth movements for our clients, and compiled so many real-world examples of what works and what doesn’t.  We wanted to share those stories with the world and remind people that it’s not about you – it’s about the people that love you that make your company, product or service great.  Channeling that passion about why people love you is the start of a great movement.

Q: What’s the one thing you hope readers take away after reading the book?

A: That creating word of mouth movements isn’t about using the latest social media tool in the box. It’s about having conversations with your fans, your detractors, your employees and your partners. We’ve become complacent to sit at arm’s length from our customers and not really understand the motivations behind what they’re doing. But when you dig deeper and allow those people into your business – amazing things happen. You’ll be able to see a whole new perspective about why your fans are your fans, and maybe even learn something new about your business you never knew before.

Q: Who should read this book?

A: Anyone who’s ever wanted to build something bigger than themselves, or be part of something bigger, should read this book.  It inspires you to think beyond the traditional “push” marketing tactics and delve deeper into conversations with your organization’s fans.  It doesn’t matter if you work for a big company or a small one, a not-for-profit or a Fortune 500, there are messages in this book that apply to your business and how you can do communicate better with your brand ambassadors.

Q: What’s different about this book from all of the other business books out there?

A: It’s different in the sense that it focuses on the people equation, and not just the bottom line. But let’s be honest here, if you’re running a business, you’ve got to stay focused on the bottom line.  Brains on Fire shows you how to do both. You don’t have to sacrifice your ROI to show your customers you love them.