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Rocket

Eight Lessons to Secure Infinite Growth

Michael J. Silverstein, Dylan Bolden, Rune Jacobsen and Rohan Sajdeh

McGraw-Hill, 2015

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Loyal customers – whether you call them “apostles, ambassadors, zealots” or “evangelists” – are enthusiasts who champion your brand and they have a significant multiplier effect. Brand evangelists’ friends’ and relatives’ purchases can be four to eight times as much as your supporters buy themselves. Boston Consulting Group consultants Michael J. Silverstein, Dylan Bolden, Rune Jacobsen and Rohan Sajdeh explain how following branding eight rules can help you get, cultivate and keep these valuable loyalists as your clients. getAbstract recommends their guidance to entrepreneurs, small business owners, and sales and marketing professionals who want to “rocket toward stellar growth.”

Take-Aways

“Apostle brands” find that 2% of their customers – their “apostle consumers” – account for 20% of sales and 80% of total volume as these firms “rocket toward stellar growth.”
Apostles’ friends and family listen to them and may buy four to eight times as much from you as the apostles buy themselves.
Companies should focus on their most loyal customers, although most don’t.

About the Authors

Michael J. Silverstein, Dylan Bolden, Rune Jacobsen and Rohan Sajdeh are long-time senior executives at the Boston Consulting Group.

Rocket

Eight Lessons to Secure Infinite Growth

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