The Commitment Engine: Making Work Worth It

Overview

The small-business guru behind Duct Tape Marketing and The Referral Engine teaches readers how to establish lasting commitment in their employees, customers, and businesses. Why are some companies able to generate committed, long-term customers while others struggle to stay afloat? Why do the employees of some organizations fully dedicate themselves while others punch the clock without enthusiasm? By studying the ins and outs of companies that enjoy extraordinary loyalty from customers and employees, ...

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The Commitment Engine: Making Work Worth It

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Overview

The small-business guru behind Duct Tape Marketing and The Referral Engine teaches readers how to establish lasting commitment in their employees, customers, and businesses. Why are some companies able to generate committed, long-term customers while others struggle to stay afloat? Why do the employees of some organizations fully dedicate themselves while others punch the clock without enthusiasm? By studying the ins and outs of companies that enjoy extraordinary loyalty from customers and employees, John Jantsch reveals the systematic path to discovering and generating genuine commitment. Jantsch’s approach is built on three foundational planks, which he calls the clarity path, the culture patron, and the customer promise. He draws on his own experiences and shares true stories from businesses like Threadless, Evernote, and Warby Parker. His strategies include these:

  • Build your company around a purpose. People commit to companies and stories that have a simple, straightforward purpose.
  • Understand that culture equals brand. Build your business as a brand that employees and customers will support.
  • Lead by telling great stories. You can’t attract the right people or get them to commit without telling a story about why you do what you do.
  • Treat your staff as your customer. A healthy customer community is the natural result of a healthy internal culture.
  • Serve customers you respect. It’s hard to have an authentic relationship with people you don’t know, like, or trust.
 As Jantsch says, “Have you ever encountered a business where everything felt effortless? The experience was perfect, and the products, people, and brand worked together gracefully. You made an odd request; it was greeted with a smile. You went to try a new feature; it was right where it should be. You walked in, sat down, and felt right at home. . . . Businesses that run so smoothly as to seem self-managed aren’t normal. In fact, they are terribly counterintuitive, but terribly simple as it turns out.” As a follow-up to The Referral Engine, this is about more than just establishing leads— it’s about building a fully alive business that attracts customers for life.
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Editorial Reviews

Steven Pressfield
"The Commitment Engine is a no-nonsense, hard-driving locomotive that can help turn dreamers into doers. Get on board!"
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Product Details

  • ISBN-13: 9781591844877
  • Publisher: Penguin Group (USA) Incorporated
  • Publication date: 10/11/2012
  • Pages: 256
  • Product dimensions: 6.10 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

John Jantsch is a marketing consultant, a speaker, the acclaimed author of Duct Tape Marketing and The Referral Engine, and the founder of the Duct Tape Marketing Consultant Network. He blogs at ducttapemarketing.com and lives in Kansas City, Missouri.

 

 Visit www.TheCommitmentEngine.com.

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Table of Contents

Preface ix

Introduction 1

Part 1 The Path: Clarity

1 Clarity Over All 9

2 Work as Craft 18

3 The Kiln of Commitment 31

4 An Inside Job 39

5 The Purpose of a Business 57

6 Every Business Is a Marketing Business 66

7 Traits of a Fully Alive Business 78

8 The Strategy Workshop 87

Part 2 The Patron: Culture

9 A Culture of Shared Commitment 91

10 Sharing Something Heroic 101

11 Committed Beliefs 111

12 Staff as Customer 115

13 Commitment Planning 125

14 Managing Committed Work 141

15 Patterns of Committed Teaching 150

16 Staff as Owner 161

Part 3 The Promise: Community

17 The Community Is the Business 171

18 Sharing on Purpose 182

19 Reverse Engineer Everything 195

20 Teaching as Selling 206

21 Building a Platform 217

22 The Committed Way Revisited 224

Conclusion 233

Acknowledgments 235

Index 237

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