No passion, no conversation. No conversation, no word ofmouth. No word of mouth, no successful business.

If you think you are in the marketing business, think again.You’re in the people business, and The PassionConversation teaches you how to get people to fall passionatelyand madly in love with your organization or cause.

The author’s mash-up of the latest in wonky academicresearch with practical, real-world stories shows how any businesscan spark and sustain word of mouth marketing. Readers learn howloving your customers results in not just building a thrivingcommunity, but also driving meaningful conversations, ultimatelyimpacting the financial success of a business.

The Passion Conversation will change your perspective onmarketing by:

• Explaining the three motivations for people to talk aboutbusinesses and causes
• Detailing how every marketing problem is a people problem indisguise
• Giving heartfelt evidence that marketing materials are nowconversation tools
• Showing how customer communities sustain word of mouth whilealso sparking financial impact
• Helping your business apply these marketing lessons through aseries of workbook exercises called "Passion Explorations"

The time is now for marketers and businesses to go beyond theproduct conversation to understanding, sparking and sustaining thepassion conversation for why your business is in business.