Issue 135 - 05 | How Fanatical Fans Create the Bedrock for a Successful Brand

By Michael Silverstein, Dylan Bolden, Rune Jacobsen, Rohan Sajdeh
Published Nov. 11, 2015 10:00 a.m.
“Your most loyal customers set the stage for continuous volume growth. If you listen to them, they can help you define how far afield you can extend. If you track them and induce them to introduce you to their friends and family, they can be your surest route to growth. If you forsake them at any point, they can, like jilted lovers, go from being fanatical fans to fanatical detractors. They will tell you in clear language what is a sin and what is unacceptable behavior. But don’t turn away. You need to listen, question, listen again, and test.”

About Michael Silverstein, Dylan Bolden, Rune Jacobsen, Rohan Sajdeh | Michael J. Silverstein is a senior partner and managing director of the consumer practice at The Boston Consulting Group. He is the bestselling author of Trading Up, The $10 Trillion Prize, Women Want More, and Treasure Hunt.

Dylan Bolden, Rune Jacobsen, and Rohan Sajdeh are all senior partners and managing directors at BCG.

Together, the are all authors of Rocket: Eight Lessons to Secure Infinite Growth.

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