“The subject line said ‘To Jacques from Lady Gaga,’” St. Pierre explained. “It said ‘click on the link below to download the video for your assembly.’ So no questions asked, Lady Gaga sent us a video. I watched it, and I started crying. I’m a huge fan. It’s kind of embarrassing because I love her so much. I couldn’t believe it.” In the video Lady G

They passionately recommend your company to friends, neighbors, and colleagues. New customers are made because a friend wouldn’t stop talking about a product or service, especially about how it changed her life. They believe in the company and its people. Customers may actually profess their belief in your mission statement, especially if it is foc

Perhaps Saul best describes the idea of generating something meaningful to talk about when he says: “Customers are always more than customers. They are people. Sure you can read that and think it’s buzz speak or a cliché—but once you have shared a meal with someone and had a chat about stuff not revolving around work, you look at them differently a

She explained in an interview with The Advocate magazine, “I care only about what I can change. What can I push forward? How can I be a part of the fight for modern social issues? How can I change young people’s lives? How can I create a show and an album that is a portal to surreality, to free ourselves of all of our insecurities and to be proud o

Building community starts with finding a common thread that brings people together. Common experiences that the members of a community have had help define what a community is all about and make it possible for members to rely on one another for support. Companies who want to build these kinds of communities have to act small even if they aren’t. T

During a break in the show, she and two dancers sit at the edge of the stage in front of the Monster Pit. Fans come to the Ball bearing gifts that they throw to Gaga, who opens them onstage. At the Brisbane, Australia, stop of the tour, Gaga received a black vest with “Born This Way” painted on the back, a giant mechanical monster paw that glowed r

The two hit it off and Gaga took to Littlemonsters.com to announce some news—she had hired Helen to be a part of the creative team in the Haus of Gaga:

She embraces something because of how meaningful it is to her. The examples outlined here, and many others too numerous to mention, come from her desire to make a statement about something important to her, and her fans immediately connect to it and embrace it.

You will learn in a later chapter that even after she became the biggest pop star on the planet, she would stop by small clubs that took a chance on her early in her career, when she was in their city. She wanted to reward their loyalty. Also, she is not interested in converting those people who do not understand her.