The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue

Marketing is more than campaigns—it’s about focusing on the market. This is always true, but especially in the Membership Economy, where retention matters more than acquisition.

you shouldn’t have a customer satisfaction department; you shouldn’t have a customer support department; you should have a customer success department.

Organizations that build their businesses around people’s needs to belong, to be connected, and to be admired, that are focused on relationships over products, are winning in today’s economy.

nearly every organization admonishes employees to put the member at the center of all decisions. But there’s a lot more to consider. Communication is critical; the language used in the organization when talking about members really matters. And, most importantly, marketing and innovation need to be priorities.

Organizations need to constantly confirm that they are reaching the right people with the right campaigns for the right offerings—and using the metrics that track long-term relationships with customers.

“We’re not finding a cure for cancer, but we are humbly making an impact on something that matters to our customers. Their problems are our problems.”

As individuals grow frustrated with the burdens of owning, caring for, and storing too much stuff, they are looking for ways to minimize that stress. They are also experiencing a need for meaningful connection and community.

The Membership Economy brings together my two loves, business and psychology. It gets its power from connecting to deep human needs.

When good customers ask for small favors and you can grant them, it builds loyalty and minimizes attrition.