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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 Hardcover – August 18, 2015
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"This high-level discussion of how to engender brand loyalty deserves to be a seminal work on the subject." Foreword
About the Author
Over the past decade Craig has studied the direct marketing businesses that create the most passionate, loyal customers and holds a firm belief creating advocacy is possible anywhere. Craig began his career as an NCAA Division One Sailing Coach. Winning his first National Championship was the springboard to understanding what motivates people’s actions. He launched a theater production company in 1990, wrote and produced a highly successful, interpersonal skills based seminar called Playing With Fire, and while with Patagonia, Craig developed their direct business strategy based on a seminal consumer behavior study, forming the first truly multi-channel marketing organization, growing the direct channel from $2M to $100M over a six-year period.
Craig is a sought after speaker and has lectured on the topic of loyalty and advocacy as the basic tenet of branding strategy at the University of Southern California, the University of California, and Pepperdine University's Graziadio Graduate School of Business. He’s the co-author of "Creating Advocates," a peer reviewed study on why consumers become fans of brands. The Compass and the Nail is his first book.
Top customer reviews
His various “Band Ecosystem” diagrams describing how to forge customer loyalty the Patagonia way are too wonky for this marketer to understand enough to act upon.
However, this one money quote from the book is sticking with me and causing me to refocus my marketing efforts: “Share your beliefs. Demonstrate how they integrate into your product, design, and presentation. Communicate what inspires your particular esthetic. Those that believe what you believe will become part of your tribe.“
By voicing its strong point of view, Patagonia is able to attract like-minded customers that aren’t tied to functional marketing triggers of price, promotion, or distribution. Instead, Patagonia endears itself to customers through emotional triggers. Mine this book for some solid nuggets on how to create customer loyalty the Patagonia way.
WARNING: Understanding, implementing, and scaling the frameworks from this book is not for the lazy, unthoughtful, or uncommitted. The majority of things written today are for those who have a gnats 5secs of an attention span. If that is you, this book is NOT for you. You will not get a “5 top steps to success” or a “here is the secret” tirade. Those types of books are gimmicks, spending 200pgs pontificating about observations which are unscientific, lack empirical evidence, and whose assumptions and assertions are suspect at best. Though reading those types of books may make you believe you’re an overnight Wizard of Oz, they do much more harm than good.
On the other hand, if you are looking to ensure your path to success, with a humble bit of dedicated time and reflection, Craig’s book IS FOR YOU. Craig clearly wrote this book because he cares about humanity and its future (as his personal perspectives are shared toward the end of the book). He is interested in building leaders and empowering those who are willing to put in the work.
For the past 15yrs I have been steeped in helping bring structural change to nations across the world socially, politically, and economically. On the back of my experience in 50+ countries, I can honestly say the paradigms and practices Craig reveals (when implemented correctly) do bring thoughtful, proactive, and principled change. As he alludes to in his book, there are no easy answers to structural reform of any kind in the complex world we live today. But there is a pathway to achieving clear, actionable, implementable and scalable solutions. Craig’s methodology does just this – which is the first of its kind that I have seen, ever.
This is a serious, well thought out, practical roadmap for 21st Century solution-building. Done correctly, Craig's methodology will challenge your assumptions and stretch your brain about everything, provide a principled way to get your team/vision/company/economy back on a strategic and principled course, all while making the world a better place.
Thinking about the implications of Craig’s book over the next decade, as the world faces food, water, environmental and other insecurities - maybe this is why when recently asked at the ERNST & YOUNG Conference on Growth “what is the one book you would recommend the audience read ASAP,” the President of SAP responded with her endorsement of this very book.