Okay, cynics, we know what you're thinking: All this movement stuff is nice and squishy, but it doesn't matter one bit if it doesn't move the needle for my company or organization. And we couldn't agree more. That's the last point: A movement isn't a movement unless you move toward your goals in a significant way. That's why, in the very beginning—way back before Chapter 1—you need to set your goals and ask yourself what success looks like. And it's not always sales, although that's an important component of it.
To be honest, an increase in sales is a by-product of a movement. Sentiment, conversations about you, connecting like-minded people, and becoming a part of that relationship—now you're talking. The greatest thing you can hope to be is a conduit for a conversation, rather than the conversation itself.
Movements get results, like waking up your employees and opening their eyes to the fact that what they do matters. Like energizing your sales force. Like your fans stifling PR nightmares before you even have time to react. Like your fans creating their own marketing messages and gear, coming to your defense, helping you though the hard times, and cocreating new products. The list goes on and on, and you're going see results in ways you can't even imagine when you help ignite that movement.
There's a lot of talk about the return ...