Turning Customers Into Fans
summary
Argues attention is only the start and shows concrete numbers: a Starbucks cup contains 12¢ coffee and 24¢ packaging while most price is brand and location, and Apple accounts for 14.5% of shipments but about 94% of smartphone profits (Nov 2015). Gives examples that fans create unpaid ads, recounts an employee-of-the-month stunt, and explains Europcar shifts to “one minute to many years” mobility (car sharing, limo service, car sales) while incentivizing staff to create dopamine-triggering customer excitement rather than mere satisfaction.
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