Summary of Light Their Fire

Using Internal Marketing to Ignite Employee Performance and Wow Your Customers

Kaplan Publishing, more...

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Light Their Fire book summary
Should you sell first to your customers or to your employees? Sell to your employees, or you'll soon be out of business.


8 Overall

8 Applicability

9 Innovation

7 Style


This basic manual teaches you how to encourage your employees to buy into your business strategy and brand before you begin selling to real-world customers. Internal marketing programs should be part of every company's operations. Authors Susan M. Drake, Michelle J. Gulman and Sara M. Roberts show that motivated, energetic employees are important assets; they can expand your business exponentially. Simply by fulfilling basic human desires for recognition, advancement, esteem and education, you can build tremendous employee loyalty. Written in a light, breezy style, which occasionally might have benefited from more detail, this book provides examples of companies that have instituted exceptional programs. strongly recommends it to executives, small business owners, and human resource and department managers looking for strategies to energize their companies by using their most valuable resource: their people.

In this summary, you will learn

  • Why developing an internal brand is important
  • How to create a memorable internal communication plan


All Together Now
To impress your customers, first you must impress your employees. Employees who understand the business, know where it is headed and have adult responsibilities make a positive impression on customers. Companies that rate among the best to work for in the U.S., such as...
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About the Authors

Susan M. Drake is the founder and president of Spellbinders, Inc., an internal marketing and communications consultancy. She has written six other books, including Bottom Line Personnel and Personal Excellence. Michelle J. Gulman is a consultant who specializes in change management and internal marketing. Sara M. Roberts is the founder and president of Roberts Golden, a San Francisco consultancy that specializes in change management and internal marketing.

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