Amazon.com. Spend less. Smile more.

Ownership must be shared with its membership for it to thrive.

Marketers should be obsessed with communities, not just fret about how to market to an impossible number of individuals.

No decision is made entirely rationally. Emotional disposition towards brand can give an advantage even when the product is out-featured or out-priced by competitors. Become more dependent on emotional ties.

Each member reinforces the believability of an interpretation to the other.

We've gone too far with one-to-one marketing : seeing customers as isolated individuals.

Communities : the human race demands them, needs them. Belonging is fundamental.

In the face of terrifying chaos, a craving need to make sense of it all.

The idea of belonging is such an underestimated principle in marketing.

A member who feels they have helped model the brand will likely be an evangelist for it.