The Compass and the Nail, Craig Wilson
The Compass and the Nail, Craig Wilson
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The Compass and the Nail
How the Patagonia Model of Loyalty Can Save Your Business, and Might Just Save the Planet

Author: Craig Wilson

Narrator: Kyle Tait

Unabridged: 5 hr 43 min

Format: Digital Audiobook Download

Publisher: Ascent Audio

Published: 05/14/2019


Synopsis

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.

Reviews

Goodreads review by Brandi

Craig Wilson's "The Compass and the Nail: How the Patagonia Model of Loyalty Can Save Your Business, and Might Just Save the Planet" is an analysis of how organizations, such as corporations, can drive consumer/follower loyalty. In my own experience, I am more likely to patronize a company with a st......more

Goodreads review by Sarah

A good study on the relationships people have with the products they use and the brands they support, but at times it came across very preachy and self-important.......more

Goodreads review by Thiago

Interesting ideas and opinions. Some of them might be true. Who knows. The author brings zero evidence to the table.......more