BEYOND LOYALTY

“If you add the value, you will become the brand. Find a way to add more value than anyone else does.”

—Tony Robbins

What if you could compel your audience to exponentially grow your brand?

What if you could build a growth loop powered by the loyalty of your audience? An engine that plants, nourishes, and harvests the a ention and commitment of your audience. A self-sustaining ecosystem of value exchange. A dream scenario for a brand, right?

It’s entirely possible. A er all, exponential, sustainable, healthy Growth is what a Groundswell is all about. But to access this level of commitment from your audience, you must give them a value so compelling that they cannot help but reciprocate. is is the rub that can potentially make achieving this final phase of

Groundswelling so elusive and challenging. Even a er you’ve Built, Given, and Grown your value and your audience, if not handled with care, relationships can fall back into being transactions.

Remember the airline miles example? Despite a solid Give (frequent flier miles), if the airline service doesn’t carry great value and a great experience, their customers may feel trapped and unhappy in the relationship.

So how do we do it be er? How do we create commi ed and loyal relationships?

In the Origins section of this book, I shared Don Peppers and Martha Rogers’ seminal framework Get, Grow, Keep as my foundation for how to generate a Groundswell. eir final phase, Keep, focuses on customer retention—ways of spurring loyalty and keeping your audience connected to you. is remains the spirit of the final phase of a Groundswell, but on a deeper level. We’re not talking about traditional loyalty programs or point systems. We’re talking about an ongoing, nurturing connection that results in the granddaddy of value: Transformation.