Coming to Bookshelves in 2026

The Fandom Playbook

Building Your Human Connection in a World of Digital Chaos

In decades of studying fandom, I’ve learned that it exists wherever people feel seen, valued, and part of something meaningful, no matter the industry or mission.

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Building a tribe of like-minded people isn’t exclusive to music or entertainment. Some of the most inspiring examples of vibrant, enduring fan communities I’ve seen come from organizations you might never expect—companies selling software, insurance, hand-crafted surfboards, tea, dental office design, and everything in between. Organizations like yours.

I love the true human connection of sharing a meal with a colleague, meeting with attendees after my talk at an event, or dancing to a live band. We humans crave personal connections. Building ways to connect with others is a fabulous way to market an idea, a product, or an organization and that’s exactly what fandom is.

If this approach to business sounds worlds apart from your daily grind, your inbox, your epic marketing and business growth to-do list, or your doomscrolling feed, you aren’t alone. In fact, you’re exactly who I wrote this playbook for.

About the Author

David Meerman Scott is an internationally acclaimed business strategist, entrepreneur, advisor to emerging companies, and public speaker. He is the author of a dozen other books, including The New Rules of Marketing & PR (now in a 9th edition and in 29 languages). In his spare time he surfs and travels around the world for great live music.

About David

David's Inspiration

Over the past several years, hundreds of people have said to me, something like: “I love the idea of building fans. But how do I start? What, exactly, do I do?”

When marketers and entrepreneurs ask me for advice, I tell them it’s no longer enough to generate attention or close the next sale. If you want staying power, relevance, and real-world impact, you should spark a sense of belonging. Your role becomes the instigator of something bigger than a transaction or a viral moment.
There’s an added benefit. When people are your fans, they’re loyal. They stick with you even if a lower-cost or flashier competitor emerges.

As I write these words, I’m more convinced than ever that the best antidote to our online chaos is genuine, human connection. It’s about coming together, building trust, sharing meaning, and thriving. Shared passion brings us together.

Thank you for joining me on this journey, and thank you for betting, like I have, on a more human, more passionate, and more connected future.

Your fans are waiting.

"It’s important that amazing authors like David can keep creative control in the Age of AI..."

"David is setting the example of how authors can safely gain that control, leveraging AI to better connect with their readers and not just add to tech companies' profits. We are privileged to work with David and the many bestselling authors, such as Verne Harnish and Dr. Nick Morgan, who recognize the importance of David's pioneering approach.”

Jason Freeman, CEO of Cone.ai

"David has always been a trailblazer, willing to take risks and innovate in ways many authors aren’t..."

“The Fandom Playbook challenges publishing norms and explores the frontier of how to apply AI to the creative process. This is an opportunity for David to engage his audience in new ways through an AI chatbot trained on decades of his experiences and intellectual property.”

Paul Roetzer, CEO of SmarterX, founder of AI Academy, and host of the Artificial Intelligence Show.

Join 20,000 others who get insights and inspiration, directly from David, on how to grow your business and build a loyal fanbase. 🚀

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