The Compass and the Nail: How the Patagonia Model of Loyalty Can Save Your Business, and Might Just Save the Planet
Craig Wilson
May 2019 · Gildan Media · Narrated by Kyle Tait
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5 hr 43 min
Unabridged
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About this audiobook
Why do some companies create such strong affection for their brands that their customers are compelled to become active brand champions? Is there a secret? The Compass and the Nail presents an unconventional perspective of how particular organizations create rabid fan bases, in turn making them more successful and more profitable. Written by Patagonia's former lead strategist for consumer marketing, and advisor to such iconic brands as Seventh Generation and Burton Snowboards, Craig Wilson outlines game-changing insights for providers of any product or service who desire fiercely loyal behavior. Wilson's narrative is one of cultural empathy and thought disruption critical to the new global economy. It is a practical model that defines how companies, governments, and institutions relate to their end users. By illuminating the phenomenon of "following," and how it can be methodically applied to a larger context, this book demonstrates how those relationships can be refashioned to optimize human interactive experience. It challenges us to use our economic powers for good to design the new Responsible Economy in an effort to save the planet. If companies realize consumers "don't buy what you do, they buy why you do it," Wilson shows us how.
About the author
Craig Wilson is an entrepreneur, consultant, author, and coach. The founder of three businesses, he is a leading authority on loyalty, brand development, and direct marketing.
Kyle Tait is a professionally trained voice actor and narrator in Atlanta, Georgia. His first brush with a microphone came in sports radio, calling baseball in the Atlanta Braves' organization. He started voicing audiobooks during the off-season; a few years later, he left baseball to work as a narrator full-time.
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