Light Their Fire
by Susan M. Drake; Michelle J. Gulman; Sara M. Roberts
Buy book: $14.94

In their new book, “Light Their Fire: Using Internal Marketing to Ignite Employee Performance and Wow Your Customers,” internal marketing experts Susan Drake, Michelle Gulman, and Sara Roberts demonstrate how employee communications is the key to delivering on brand expectations and solidifying customer relationships. Step-by-step, learn how to engage employees in the vision of your business and motivate them to think like business owners, thus empowering them to make decisions that build brand and customer loyalty.

"How can you tell? Ask the employees. They'll explain the reality of how they're being treated. They can correctly interpret what it means when management lays them off without first considering other cost-
cutting measures; or when they're not receiving forthright and honest communications, if any at all; or when management keeps information so close to the vest that employees are nervous and
distrustful. In the absence of information, the grapevine fills the vacuum with lies and half-truths. Employees begin to feel that the company doesn't have a smidgeon of loyalty to them for all they've
contributed to the "relationship." When management takes the credit and employees take the blame, it's a formula for disaster."

Did you talk about my ex-employer (1.5+B company)?? It was the nightmare I went through and I was in the unemployment line in the end. The CEO increased his compensation from 18 M to 24 M as the result of "downsizing", and I almost filed for bankruptcy a year later.