Issue 105 - 01 | Monster Loyalty: How to Build Customer Loyalty like Lady Gaga

By Jackie Huba
Published May 15, 2013 12:00 p.m.
“Where other businesses don’t seem to have their priorities straight, pop star Lady Gaga understands that focusing on current customers is the key to building long-term, sustainable audience loyalty. With 23 million albums sold, five Grammy awards and Forbes’ distinction as one of the world’s most powerful celebrities, Gaga is one of the most well-known pop artists in the world. While known as much for her voice as for her over-the-top wardrobe, few recognize Gaga for her stunning business acumen, which has earned her legions of loyal fans worldwide.

Lady Gaga didn’t become the success she is today based solely on her talent. She did so by engendering immense loyalty from her fans—not just through her music—but also through her message and the community she has built around that message. Gaga’s overarching philosophy focuses on her core advocates: the superfans called Little Monsters. These advocates become evangelists who bring in new customers on their own.”

About Jackie Huba | Jackie Huba is the author of four books, including the brand new book, Fiercely You: Be Fabulous and Confident by Thinking Like a Drag Queen. The book is a creative, playful approach to the serious problems people face regarding confidence and risk taking. She also translated the book into an unforgettable TEDx talk last year, making TED history with her presentation “Unleash the Power of Your Inner Drag Queen,” which was the first ever TED Talk done by a female drag queen. Find out more about the book, drag workshops and WWDQD? merchandise at

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