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

Brand development and direct marketing expert, Craig Wilson, argues for the responsibility of consumers and the companies they spend money with. It is only through the power of the consumer, and the dedication of businesses to creating responsible and sustainable products, that we will be able to combat the draining of resources and the chemicals behind global warming and air and water pollution. Craig Wilson's __The Compass and the Nail__ lays out a plan for how businesses can use consumer concern for the planet in order to create more successful businesses, while at the same time pushing forward in more sustainable business practices. Winner of the 800-CEO-READS Best Marketing Book of 2015 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 Patagonias 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. Wilsons 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 dont buy what you do, they buy why you do it, Wilson shows us how. This book presents an unconventional perspective on how particular organizations create rabid fan bases, in turn making them more successful and more profitable. The author outlines game-changing insights for providers of any product or service who desire fiercely loyal behavior. His narrative is one of cultural empathy and thought disruption. 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.-- From publisher's description