This article was written by Merritt Colaizzi.

“At Gaspedal’s Word of Mouth Supergenius conference in Chicago this morning, Spike Jones outlined a few lessons learned from Brains on Fire’s work with Fiskars — the orange-handled scissors company that has successfully ignited a crafters movement.

Spike’s basic premise: Don’t talk about marketing campaigns (us v them); talk about movements (we’re in this together).”

Read the rest of this article from Smart Blogs.