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

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

by Craig Wilson

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Product Details

ISBN-13: 9781942600060
Publisher: Rare Bird Books
Publication date: 08/18/2015
Pages: 280
Product dimensions: 6.00(w) x 8.40(h) x 1.10(d)

About the Author


Craig Wilson is an entrepreneur, consultant, author, and coach. He has founded three businesses, just recently selling the theater production company he and his wife founded in 1990. He is a leading authority on loyalty, brand development, and direct marketing and counts some of the world’s most iconic brands in his listing of experience including Kiehl’s, Patagonia, Seventh Generation, prAna Living, Burton Snowboards, and Revolution Living, among others. He’s a three-time NCAA National Champion coach and a passionate observer of human behavior.

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.

Table of Contents

1 Right Livelihood 1

2 Choosing to See 15

3 Why Matters: The Basis for Inspired Relationships 29

4 How Matters: The Brand Ecosystem 37

The Science of Building Advocacy 44

The Story Universe 50

The Customer Activation Cycle 52

Long-term Sustainable Loyalty Defined in Terms of Value 59

The Progression of Resonance 61

Light & Motion's Story 65

Universe-The Visual 65

5 Exploring Purposeful Connection 73

6 Throwing the Baby Out with the Bath Water 95

7 Errors in Judgment 121

8 The Macro View 141

9 Grow Your Own Apple 163

10 Standing on the Edge of Some Crazy Cliff 195

11 Understanding Advocacy: Defined Terms 215

12 Index 219

13 Acknowledgments 231

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