Turning Fans into Customers and Customers into Fans

A Wall Street Journal bestseller

Fandom isn't just for actors, athletes, musicians, and authors anymore. It can be rocket fuel for any business or nonprofit that chooses to focus on inspiring and nurturing true fans.


Fanocracy: Turning Fans Into Customers and Customers Into Fans


The most powerful marketing force in the world isn't social media, email blasts, search ads, or even those 15 second commercials before a YouTube video. It's fandom.

David Meerman Scott and his daughter Reiko are very different - one is a baby boomer business strategist, the other a millennial medical student. But both noticed that the kind of enthusiasm they once reserved for pleasures like the Grateful Dead (David) and Harry Potter (Reiko) now extends to all sorts of companies and organizations. So they teamed up to explore a big question: Why do some brands, even in supposedly boring categories like car insurance and enterprise software, attract not just customers but raving fans?

The key is creating what they call a "Fanocracy" - an organization that puts the needs and wishes of fans ahead of every other priority. It can be scary, at first, to focus on intangibles like community, generosity, and fun, rather than squeezing every penny from each interaction. But those who apply the strategies in Fanocracy are more likely to dominate their categories. And beyond the financial benefits, a Fanocracy spreads more joy and inspiration to the world at large.

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About the Authors

“Fanocracy is a deep dive into strategies to build a powerful culture that drives business success..."

"It also explores the thinking of a new generation—one that values community, sharing, and justice. David and Reiko share surprising ideas you can implement immediately, such as letting go of your work and allowing people to make it their own, seeing the world as a gift and giving gifts in return, celebrating your customers’ stories, and the power of compassion.” - Tony Robbins (from the foreword)

“Our customers are no ordinary customers; they are die-hard fans..."

"They love calling themselves Spartans - they bear Spartan tattoos and share their experiences with family and friends, bringing hundreds of thousands of new Spartans to the brand each year. Fanocracy will teach you how to do the same for your business.”


Joe De Sena, founder & CEO of Spartan

"A focus on the customer is THE essential component for scaling up..."

“In our three decades advising tens of thousands of CEOs and executives, I've learned that most spend too much time internally. In Fanocracy, David and Reiko offer surprising insights into how to put the needs of people ahead of all else, so that your customers become passionate fans of all you do.”


Verne Harnish, founder of Entrepreneurs’ Organization (EO) and author of "Scaling Up"

"The single most important force in my business is the relationship that I have with my fans..."

“Yes, singing ability, songs, and industry support help tremendously, but the direct fan to artist friendship is the most coveted tool in the equation. Fanocracy truly emphasizes the importance and how-to’s that are necessary to maximize that all important friendship. I just read it, it’s FANTASTIC.”


Ronnie Dunn (Brooks & Dunn)

"David and Reiko make the idea of fan culture real, accessible, and actionable for all business..."

“David and Reiko make the idea of fan culture real, accessible, and actionable for all business—big, small, nonprofit, for-profit, b2b... and yes, even yours! Most of all, they shine a light on the joy of growing a business when you're surrounded by customers who positively LOVE what you do.”


Ann Handley, WSJ bestselling author of "Everybody Writes" and "Content Rules"


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Foreign Editions

Check out the foreign editions of the book below.

Fanocracy Italian
Fanocracy Korean

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