Can you recall what passion feels like? Of course you can, and everyone knows that people can become passionate about products instead of people? Wouldn't it be amazing if there was a way to influence someones' passion and use it to increase the popularity of your company and its' products? Well, Kathy Sierra has used the principles of how to "create passionate users" to produce top selling technical books and one of the most popular blogs.

In this session from the 2008 Change for Publishing Conference, Sierra and Tim O’Reilly discuss innovations in the publishing landscape from an author’s perspective. Little by little as you listen to this question and answer session, you'll begin to learn about what makes people passionate. Sierra shares how she and her associates used research on metacognition and  learning theory to approach publishing in what is clearly a radical different way. However, not only is it radically different, but based on Sierra's results, it might even be a better way.

Sierra talks about how she would like to help everyone to engage their customers and create within them what she refers to as an "I rule" experience. By explaining some of the key ideas behind generating passion she provides a structure to format complex material in a brain friendly way. She also touches on how to use these same techniques to create passion around a product through community, exclusivity, and what she calls "cognitive seduction."