Members who participate heavily in the first few months of the membership are much more likely to renew than those who merely lurk.

What makes a good marketer is an interest in what motivates target buyers, how they buy, and what earns their loyalty.

The transformation from ownership to access results in lower risk, lower up-front expenses, and lower maintenance.

According to psychologist Abraham Maslow, after satisfying physiological needs and safety, people focus on needs of belonging and esteem before ultimately moving to self-actualization. The Membership Economy helps people satisfy those needs.

Membership and community are related and overlap, but they aren’t the same. Membership, as we’ve discussed, is about a formal, ongoing relationship between organization and member. Community is about connection and communication among a group of people with shared interests.

A chute is the same width at the top and the bottom, and things move quickly from the top to the bottom of a chute. By narrowing the funnel—that is, by focusing awareness at the top and maximizing the number of prospects that stay in the funnel at each stage—an organization can have more of a chute.

The Membership Economy is all about putting the customer at the center of the business model rather than the product or the transaction. Every organization should be focused on the customer. The business model and organization need to support this customer-centric model. The

Members, more than any other kind of customer, need to feel connected to the organization and to one another. Members can provide guidance and help to one another, can review products, and can even create new content for fellow members.

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