How Brains on Fire Shows You to Build Lasting Movements, Not Temporary Campaigns
In the ever-evolving digital landscape, the lines between B2C (Business to Consumer) and B2B (Business to Business) are becoming more blurred by the day. But as Brains on Fire makes clear, it’s no longer about businesses marketing to customers—it's about people, plain and simple. The real revolution isn't driven by technology or social media platforms; it's driven by human connections and the power of people coming together around a common cause. The book reveals how successful social movements are powered by authentic leadership and personal experiences that resonate deeply with people.
Movements vs. Campaigns
A lot of people throw around the term "movement," but few understand the difference between that and a campaign. The key difference? Movements are ongoing, while campaigns are temporary.
The book outlines key ways to distinguish between a movement and a campaign:
Campaigns have a beginning and an end; movements are a lasting, organic part of culture.
Campaigns focus on the status quo, often relying on sterile strategies; movements disrupt norms with direct action, fueled by passion, love, and inspiration.
Campaigns focus on “me”; movements are about community, others, and a shared cause.
When you're in the middle of a movement, it feels like everyone is invested, not just the organization. So how do you create a sustainable movement that motivates people to action? It's simpler than you think, but it requires passion, commitment, and authenticity—qualities that connect with people on a deeper level than any marketing campaign ever could.
Passion Drives Movements, Not Products
You can’t create a movement around just a product. Movements start with passion—a deep, compelling passion that connects emotionally with people. This passion comes from community organizing and real conversations with your customers and employees.
What are they passionate about? What keeps them up at night? When you dig into these core motivators, you’ll uncover the drive behind a potential authentic movement. But don't stop at finding passion internally. To build a movement for corporations, you need to share that passion with your community and inspire them to rally around it.
This is where leadership comes into play. According to Geno Church and Greg Cordell—experts in building social movements—true leadership doesn’t always come from within your company. Often, it stems from people who are already passionate about your cause. Their voices can become the driving force for your movement. When advocates speak for you, it’s not just marketing—it’s mouth movements that inspire lasting change.
Build a Barrier to Entry for Commitment
Surprisingly, one of the best ways to grow your movement is by making it harder to join. This doesn’t mean creating unnecessary obstacles, but prioritizing quality over quantity. The strength of a movement comes from true believers, not casual followers.
Think about it: in a world where everyone is handing out freebies to attract followers, there’s something powerful about being part of a community that requires real commitment. The most successful movements often foster exclusivity, creating something people genuinely work for.
For example, organizations with community organizing roots, like certain faith-based communities, thrive by encouraging members to bring others into the fold. Once you’re invested, you become an active contributor, aligning yourself not just with the brand but with its mission. This sense of ownership transforms participants into ambassadors.
Empower Your Advocates
Once you have a passionate community, the next step is turning them into unstoppable advocates. How? Empower them with knowledge and actionable steps. People want to know everything about the brand they love—its history, struggles, and triumphs.
Take Fiskars, for example. They cultivated a movement by empowering their fans, the Fiskateers. These advocates weren’t just consumers; they became storytellers, living the brand through their personal experiences. Fiskars didn’t just sell products—they sold connection. This mouth marketing turned fans into loyal, enthusiastic advocates.
Cultivate Closeness for Long-Term Success
Building a movement isn’t about selling a product—it’s about building relationships. When you keep your customers close and involved, you create an ecosystem of loyalty that produces tangible results. This is a cornerstone of social movements that endure over time.
As Hermann Simon’s Hidden Champions of the 21st Century points out, the most successful companies prioritize customer engagement. These businesses put relationships first, ensuring that clients are part of the company’s journey. When people feel involved, they commit for the long haul, helping you build a sustainable movement.
Movements Get Results
Here’s the bottom line: movements are more than just marketing—they are transformational. They rely on trust, passion, and human connections to drive long-term results. By creating a community of advocates and inspiring them to take ownership, you unlock a level of engagement that conventional strategies can’t match.
When you create a movement, you don’t just gain customers—you win raving fans who spread the word through mouth movements, bringing in new customers through genuine connections.
Traditional Campaigns
If you’re ready to move beyond traditional campaigns and start building a movement for corporations, Brains on Fire is a must-read. The book shows you how to tap into social movements, inspire direct action, and build relationships that fuel your long-term success.
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