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

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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 strategi 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.


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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 strategi 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.

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

  1. 5 out of 5

    Brandi

    Craig Wilson's "The Compass and the Nail: How the Patagonia Model of Loyalty Can Save Your Business, and Might Just Save the Planet" is an analysis of how organizations, such as corporations, can drive consumer/follower loyalty. In my own experience, I am more likely to patronize a company with a stronger history of corporate/organizational social responsibility as opposed to their competitors. Wilson's book addresses how to incorporate global responsibility into a business plan and create/formu Craig Wilson's "The Compass and the Nail: How the Patagonia Model of Loyalty Can Save Your Business, and Might Just Save the Planet" is an analysis of how organizations, such as corporations, can drive consumer/follower loyalty. In my own experience, I am more likely to patronize a company with a stronger history of corporate/organizational social responsibility as opposed to their competitors. Wilson's book addresses how to incorporate global responsibility into a business plan and create/formulate a strategy of using the Activation Cycle as a map for starting and running a company. I wish I had a copy of this book during my undergraduate business classes, as I had to write a paper on Corporate Social Responsibility and this book would have been a really useful reference. I obtained my copy from the Goodreads website and appreciate the opportunity to read and review the book.

  2. 5 out of 5

    Tess

    The model itself is really intriguing and makes a lot of sense. Definitely great value and pretty applicable to existing businesses and, with a little tweaking, new ventures as well. However, the writing is quite dense and repetitive--the book could be a lot shorter. You'd probably be fine just reading the chapters toward the end and skimming the glossary when you ran into something you didn't understand.

  3. 4 out of 5

    Cuellared

  4. 4 out of 5

    Arden Reece

  5. 5 out of 5

    Paul LaFontaine

  6. 4 out of 5

    Jim Siegel

  7. 4 out of 5

    Roman

  8. 4 out of 5

    Shannon Walter

  9. 5 out of 5

    Wes

  10. 4 out of 5

    Geena

  11. 4 out of 5

    Kim Kiessler

  12. 5 out of 5

    Alex Skelton

  13. 4 out of 5

    Rare Bird Lit

  14. 4 out of 5

    Cuellared

  15. 4 out of 5

    Donald Stevens

  16. 4 out of 5

    Joshua Carpenter

  17. 5 out of 5

    Carolina Estripeaut

  18. 5 out of 5

    Patrick McGarry

    Great and interesting book. Got me into Patagonia, and try to recommend to work about planet savings.

  19. 5 out of 5

    Matt

  20. 4 out of 5

    VJain

  21. 4 out of 5

    Tracy Hulett

  22. 4 out of 5

    Wallace Ding

  23. 4 out of 5

    John

  24. 5 out of 5

    Trey Bertram

  25. 5 out of 5

    Sam Wareing

  26. 5 out of 5

    Jessica

  27. 5 out of 5

    Nick Pinto

  28. 4 out of 5

    Joel

  29. 5 out of 5

    Jose David Cardona

  30. 4 out of 5

    Michelle Pulignani

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