Conversational Capital: How to Ceate Stuff People Love to Talk About

by Bertrand Cesvet, Tony Babinski, Eric Alper

“In The Tipping Point , Malcolm Gladwell presents an important idea without any ‘how to.’ Now Bertrand Cesvet provides the ‘how to’ you need to create ‘Tipping Points’ for your business and success. This book is a compelling presentation of a powerful idea. This is how the new world will do business. Highly recommended if you care about your future.” Stewart Emery , coauthor of international best-seller Success Built to Las t “Ultimately, magic is unexplainable. Still, Conversational Capital provides the most insightful analysis of what makes our shows ring in the heart of fans.” Guy Laliberte, founder, Cirque du Soleil “Like all great ideas, Conversational Capital is at its core word-of-mouth momentum can be created, harnessed, and used to build consumer passion for a brand better and more cost-effectively than almost any other marketing medium.” Rupert Duchesne ,CEO of Aeroplan “Marketing is an art that Conversational Capital turns smartly into science. This book provides the complete prescription for getting consumers excited about your ideas.” Jim Champy , coauthor, Reenginering the Corporation , and author, Outsmart! Embed into Your Products and Experiences the Ingredients that Drive For all the books that speak of the value of consumer advocacy, few indicate how to create it to begin with. Armed with a compelling set of examples from their own work in fostering leading brands, the authors reveal the triggers of word-of-mouth and a process to embedding them in your own products, helping you create stuff people love to talk about. From Bertrand Cesvet, chairman of Sid Lee, a leading purveyor of experiential design and communications services that leverages commercial creativity for breakthrough brands including Cirque du Soleil, adidas, and Red Bull. 1% of the proceeds from the royalties earned by the authors will be donated to the One Drop Foundation. The mission of the One Drop TM Foundation is to fight poverty around the world by giving everyone access to safe water.

Genres: Business, Nonfiction, Design, Leadership

181 pages, Hardcover

First published August 7, 2008

Reviews

[Dave · Rating 5 out of 5]

As they writers would like, I am now an advocate for this book because it embodies what they talk about and its a great insight and chance to reflect. Anyone involved with a "PRODUCT" this is a great way to think about marketing, ideas collaboration and getting value. This book truel 'juved' with my creative outlook and beliefs in holisitc marketing, blah blah...you should read it.

[Kevin Doohan · Rating 3 out of 5]

Just OK. If I read this before I worked at Red Bull I might have found it more interesting. I received it as a gift at a Red Bull national marketing meeting. Kind of common sense for anyone who works in our organization. Red Bull goes to market in a very different way.

[Clayton Weir · Rating 4 out of 5]

Great short read. Authors are trying too hard to create a meaninful model and repeat "conversational capital" at leat 10 times on every page. Some of the elements they highlight are truly the essence of great brands and brand experiences. I read it in about 3 hours.

[Tony · Rating 3 out of 5]

After reading this book my life remained exactly the same. Mostly unchanged, except now I can fly.

[Guy Mofley · Rating 4 out of 5]

Fantastic insights on something I deeply value - conversation capital. The authors blend many real life stories from various businesses to showcase the 8 engines of conversational capital.

[Ginanjar Santana · Rating 5 out of 5]

very useful !, my friend borrow it and this book never come back.

[Igor Beuker · Rating 5 out of 5]

awesome read