CHAPTER 5

Don’t Settle for a Cult Following

The term cult following was originally coined to describe a small group of passionate people who were highly dedicated to a work of culture, such as a piece of art. Having a cult following is a great thing. Who wouldn’t want passionate fans of their business? The point is, you can’t have a large business with only a small group of passionate fans. That passion must translate to a larger customer base. And given the role of technology today, it is easier than ever to reach a broader audience.

Amazon has become a juggernaut in the business world by putting the customer at the center of everything they do. Its one-click shopping and Prime membership allow customers to quickly order and receive what ...

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