The fundamental ingredient for true fandom—meaningful and active human connection—means a shift in the way organizations communicate with their customers. Be among the first to learn about five years of research into fandom culture and how passion can be used to grow business. Companies focused on fandom are more forthright, helpful, and transparent. They create new experiences by turning customers into like-minded, enthusiastic fans. Because when people are mobilized to think, feel, and act together as a helpful, positive force, they remain loyal to an organization, serving as a massive growth engine and power for good.

Key Takeaways

• Join an interactive exercise to discover your true passions, learning the key to mastering life—when the joy we have in our work and play feels the same.
• Discover why the power of physical proximity is the key to building passion in customers and how neuroscience teaches us to use mirror neurons, allowing virtual proximity online.
• Discover the powerful energy of fandom, and what can happen when we shift from product-centric to relationship-centric business.

Intended Audience

• Anybody who wants to build fans in their business by understanding the power of fandom at a deep and fundamental level.
• Those looking to discover their own personal passions, because successful people understand that to ignite a spark in another, they must first ignite that spark in themselves. When we’re exposed to like-minded people who share our interests, we more successfully push each other, and our communities, to greater heights. In this way, developing passions in ourselves compels us to live a happier and more enjoyable life.