Most people inside companies think their job is to facilitate transactions with customers and to do so at as low cost as possible. However, there is a better way to grow a business.
Fandom isn’t just people cheering from the sidelines—it’s a primal, powerful force hardwired into our brains.
If you’ve ever felt goosebumps in a stadium alongside a thousand other like-minded people, you know what being a fan is like. If you've ever found a lifelong friend at a conference over shared excitement for a subject most people don’t “get”—then you’ve experienced the magic I’m talking about.
You can build the same ideas into your business.
Your transition from customers to fans is especially powerful when you are dealing with stiff competition that offers products like yours.
When others are simply selling products, you succeed by creating lasting relationships. This requires a genuine interest in your customers, anticipating their needs and wants, facilitating ways from them to interact with you and with other like-minded fans.
There’s no better business growth engine than moving people from being mere customers to lifelong fans.
