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The Compass and the Nail: How the Patagonia Model of Loyalty Can Save Your Business, and Might Just Save the Planet

Craig Wilson

Winner of the 800-CEO-READS Best Marketing Book of 2015 Why do some companies create such strong affection for their brands that their customers are compelled to become active brand champions.

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Book Information

Publisher: Rare Bird Books, a Vireo Book
Publish Date: 08/17/2015
Pages: 280
ISBN-13: 9781942600060
ISBN-10: 1942600062
Language: English

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December 08, 2015

In which we announce our eight category winners, which become the finalists for our book of the year. READ FULL DESCRIPTION

November 03, 2015

These 40 books—five selections across eight distinct categories—make up the 800-CEO-READ Business Book Awards Longlist. READ FULL DESCRIPTION

November 17, 2015

Our Marketing Director Blyth takes a look at the Marketing category of The 2015 800-CEO-READ Business Book Awards longlist. READ FULL DESCRIPTION

Full Description

Winner of the 800-CEO-READS Best Marketing Book of 2015 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.

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