Skip to content
FREE SHIPPING ON ALL DOMESTIC ORDERS $35+
FREE SHIPPING ON ALL US ORDERS $35+
The Compass and the Nail: How the Patagonia Model of Loyalty Can Save Your Business, and Might Just Save the Planet - Paperback | Diverse Reads

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

Availability:
in stock, ready to be shipped
Save 0% Save 0%
$18.00
$18.00 - $18.00
$18.00
$17.99
$17.99 - $17.99
$17.99
Winner of the 800-CEO-READS Best Marketing Book of 2015

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.

ISBN-13: 9781947856615

Media Type: Paperback

Publisher: Rare Bird Books

Publication Date: 06-11-2019

Pages: 280

Product Dimensions: 5.50(w) x 8.50(h) x (d)

Craig Wilson is an entrepreneur, consultant, author, and coach. He has founded three businesses, just recently selling the theater production company he and his wife founded in 1990. He is a leading authority on loyalty, brand development, and direct marketing and counts some of the world’s most iconic brands in his listing of experience including Kiehl’s, Patagonia, Seventh Generation, prAna Living, Burton Snowboards, and Revolution Living, among others. He’s a three-time NCAA National Champion coach and a passionate observer of human behavior. Over the past decade Craig has studied the direct marketing businesses that create the most passionate, loyal customers and holds a firm belief creating advocacy is possible anywhere. Craig began his career as an NCAA Division One Sailing Coach. Winning his first National Championship was the springboard to understanding what motivates people’s actions. He launched a theater production company in 1990, wrote and produced a highly successful, interpersonal skills based seminar called Playing With Fire, and while with Patagonia, Craig developed their direct business strategy based on a seminal consumer behavior study, forming the first truly multi-channel marketing organization, growing the direct channel from $2M to $100M over a six-year period. Craig is a sought after speaker and has lectured on the topic of loyalty and advocacy as the basic tenet of branding strategy at the Universityof Southern California, the Universityof California, and Pepperdine University's Graziadio Graduate School of Business. He’s the co-author of "Creating Advocates," a peer reviewed study on why consumers become fans of brands. The Compass and the Nail is his first book.

Table of Contents

1 Right Livelihood 1

2 Choosing to See 15

3 Why Matters: The Basis for Inspired Relationships 29

4 How Matters: The Brand Ecosystem 39

The Science of Building Advocacy 47

The Story Universe 54

The Customer Activation Cycle 56

Long-term Sustainable Loyalty

Defined in Terms of Value 63

The Progression of Resonance 65

Light & Motion's Story Universe-The Visual 72

5 Exploring Purposeful Connection 77

6 Throwing the Baby Out with the Bath Water 101

7 Errors in Judgment 129

8 The Macro View 149

9 Grow Your Own Apple 173

10 Standing on the Edge of Some Crazy Cliff 205

11 Understanding Advocacy: Defined Terms 227

12 Index 231

13 Acknowledgments 243