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. Product Description About the Author Bertrand Cesvet is chairman and chief strategist of SID LEE, a Commercial Creativity company with offices in Montreal and Amsterdam. He provides creative and strategic leadership on marketing communications and experience design projects for clients such as adidas, Red Bull, Cirque du Soleil, and MGM Mirage. He lives in Montreal with his wife Josee and daughters Gabrielle and Emma. Tony Babinski is a Montreal-based writer, creative director, and filmmaker. He has worked with SID LEE since 2000 and is the author of Cirque du Soleil :20 Years Under the Sun, the authorized history of Cirque du Soleil. He lives in Montreal with his wife Julie and children Sophie, Max, and Lily. Eric Alper is a strategist for SID LEE. He has kept a blog about Conversational