Overview

From the author of New Rules of Marketing & PR, a bold guide to converting customer passion into marketing power. How do some brands attract word-of-mouth buzz and radical devotion around products as everyday as car insurance, b2b software, and underwear? They embody the most powerful marketing force in the world: die-hard fans. In the second edition of this essential book, leading business growth strategist David Meerman Scott and fandom expert Reiko Scott explore the neuroscience of fandom and interview young entrepreneurs, veteran business owners, startup founders, nonprofits, and companies big and small to pinpoint which practices separate organizations that flourish from those stuck in stagnation. They lay out a road map for converting customers’ ardor into buying power, pulling one-of-a-kind examples from a wide range of organizations, including: MeUndies, the subscription company that’s revolutionizing underwear HeadCount, the nonprofit that registers voters at music concerts Grain Surfboards, the board-building studio that willingly reveals its trade secrets with customers Hagerty, the classic-car insurance provider with over 600,000 premier club members HubSpot, the software company that draws 25,000 attendees to its annual conference For anyone who seeks to harness the force of fandom to revolutionize his or her business, Fanocracy shows the way.

Full Product Details

9781613084991

Table of Contents

Reviews

""Fanocracy is a deep dive into the strategies to build a powerful culture that drives success."" — Tony Robbins ""The single most important force in my business is the relationship that I have with my fans. Yes, singing ability, songs, and industry support help tremendously, but the direct fan-to-artist friendship is the most coveted tool in the equation. Fanocracy truly emphasizes the importance and how-tos that are necessary to maximize that all-important friendship. I just read it—it’s fantastic."" — Ronnie Dunn Brooks & Dunn ""A focus on the customer is the essential component for scaling up to build an industry-dominating organization. In Fanocracy, David and Reiko offer surprising insights into how to put the needs of people ahead of all else, so that your customers become passionate fans of all you do."" — Verne Harnish Founder of Entrepreneurs' Organization; Author of Scaling Up ""David and Reiko make the idea of fan culture real, accessible, and actionable for all business—big, small, nonprofit, for-profit, B2B ... and, yes, even yours! Most of all, they shine a light on the joy of growing a business when you’re surrounded by customers who positively love what you do."" — Ann Handley Author of Everybody Writes and Content Rules ""The most wonderful aspect of David and Reiko’s book is how wide-ranging the examples are; nobody can claim fanocracy does not apply to their line of work. And let me tell you, not only is it the most successful way I’ve ever set up a company; it’s also the most fun."" — Gerard Vroomen Co-Founder of OPEN Cycle and Cerlélo Cycles ""Reiko and David have captured the essence of how organizations, small and large, can organize and amplify the passions of their best customers. It's not difficult, but it's not common either: by building personal relationships and thus doing better work. A breakthrough in clarity and simplicity."" — Seth Godin Author of Tribes and This is Marketing ""The world is not changed by people who sort of care. Or companies who sort of care. The world is changed by those who passionately, relentlessly care because your customers will too, and your brand becomes impossible to resist. Fanocracy shows how to change customers into fans, so your brand can change the world."" — Sally Hogshead Author and CEO of How to Fascinate ""Our customers are no ordinary customers; they are die-hard fans who bleed for us the world over. They love calling themselves Spartans—they bear Spartan tattoos and share their experiences with family and friends, bringing hundreds of thousands of new Spartans to the brand each year. Fanocracy will teach you how to do the same for your business."" — Joe de Sena Founder & CEO of Spartan

Author Information

DAVID MEERMAN SCOTT is business growth strategist, advisor to emerging companies, and author of thirteen books including The New Rules of Marketing & PR, published in twenty-nine languages from Arabic to Vietnamese. He travels the world to speak at conferences and events, surf, and dance the Lindy Hop. REIKO SCOTT is a Japanese-American writer and emergency medicine physician. She enjoys connecting the two through narrative medicine and tearing the two apart through speculative fiction. In her spare time, she writes fanfiction based on her favorite fantasy worlds.

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