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. Jantsch's 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 can't 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. It's hard to have an authentic relationship with people you don't know, like, or trust. As Jantsch says, "Have 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 aren't normal. In fact, they are terribly counterintuitive, but terribly simple as it turns out." As a follow-up to The Referral Engine, this is about more than just establishing leads- it's about building a fully alive business that attracts customers for life.
NEWS & OPINION: John Jantsch interview and creativeLIVE workshop
Posted June 13, 2013, 5:08 PM with category of Management & Workplace Culture
With books like, Duct Tape Marketing and The Commitment Engine, John Jantsch has established himself as a marketing expert with great insight into growing a business. Maybe you’ve planted your great business idea, and now it’s time to water it and watch it grow. But how?
NEWS & OPINION: The Business Book Awards Translator Lab
Posted January 23, 2013, 6:43 PM with category of Management & Workplace Culture
When I got in my car, the temperature gauge on the dashboard read negative four degrees. It was sunny out, but it was the kind of sunlight that seems reluctant—like a lone light in a walk-in freezer—struggling through the cold air to get to you.
So when I backed out of the driveway yesterday morning, I thought to myself, "there is no way we get a good crowd this morning, on the coldest day of winter.
NEWS & OPINION: The Elite Eight: Our Picks for the Top Business Books of 2012
Posted December 18, 2012, 6:40 PM with category of Innovation & Creativity
In anticipation of announcing the winner of the 2012 800-CEO-READ Business Book of the Year tomorrow, here's a recap of the category winners. Click on the links below to read more about these top books of 2012.
Which book is *your* pick for the top book of the year?
NEWS & OPINION: The 800-CEO-READ Business Book Awards, Leadership
Posted December 17, 2012, 7:11 PM with category of Management & Workplace Culture
If you're reading this, you probably have a strong commitment to, and defined goals in, your business life. But, if you can't generate commitment in others you'll likely fall short. And that's why John Jantsch'S The Commitment Engine: Making Work Worth It, published by Portfolio, earned the top spot in the Leadership category this year.
NEWS & OPINION: 2012 800-CEO-READ Business Book Awards Shortlist: Leadership
Posted December 10, 2012, 6:53 PM with category of Management & Workplace Culture
Over the course of this week, we will be posting the shortlist selections for our 8 business book categories: General Business, Leadership, Management, Innovation/Creativity, Small Business/Entrepreneurship, Marketing/Sales, Personal Development, Finance. Then on Monday, December 17th, we'll announce the category winners, and, on Wednesday, December 19th, we'll celebrate the overall winner of the 2012 800-CEO-READ Business Book Awards! Stay tuned.