The small-business guru behind Duct Tape
Marketing and The Referral Engine teaches
readers how to establish lasting commitment
in their employees, customers, and
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.
Jantschís 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 canít
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. Itís hard
to have an authentic relationship with
people you donít know, like, or trust.
As Jantsch says, ďHave 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 arenít normal. In
fact, they are terribly counterintuitive,
but terribly simple as it turns out.Ē
As a follow-up toThe
Referral Engine, this is about more than
just establishing leadsó itís about building
a fully alive business that attracts
customers for life.
a marketing and digital technology consultant,
an award-winning social media publisher, and the
acclaimed author of Duct Tape Marketing and The
Referral Engine. He blogs at the
Ducttapemarketing.com and lives in Kansas City,