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Publisher's Summary

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 Patagonia's 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.

Wilson's 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 "don't buy what you do, they buy why you do it", Wilson shows us how.

©2019 Craig Wilson (P)2019 Gildan Media, LLC

What listeners say about The Compass and the Nail

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Hard to follow

This book came highly recommended, but I found the audiobook hard to follow. I don’t know if that’s because of the narrator, or because of the structure/storyline. Maybe reading it in print would’ve been more effective. In any case, I came away not really understanding the main points that the author was trying to make. It seemed very scattered to me.