Geno Church, Word of Mouth Pathfinder with branding and identity firm Brains on Fire, will lead an interactive workshop created to help booksellers spark and sustain word of mouth marketing. Learn how to make people fall passionately and madly in love with your store, and how loving your customers can result in not just building a thriving community, but also drivie meaningful conversations and, ultimately, the financial success of your business. (This session will cover the same material as the Wednesday "Passion Conversation" session, and it will also be conducted as an interactive workshop, with attendance limited to the first 50 booksellers who sign up. Prior to Winter Institute, bookseller registrants will receive an email with details about signing up for this workshop.)