Accept the challenges so that you may feel the exhilaration of victory.
—George S. Patton
The purpose of this book—truly, this tool—is to help our readers develop relational Experiences. The consumer or client must develop a cerebral Connection with the product, company, or service, as well as the people involved. Interestingly, the word relationship itself is derived from the Middle English word relacion, meaning a restoration, a mode of relation, and a significant association among people.
The Experience you are committed to causing—and the actual Experience you instigate—is the catalyst to building a lasting relationship with consumers. The objective is to attract customers to an Experience, engage in a relationship through an Experience, and then convert them to lifelong Ambassadors of the Experience. Without a relational connection, there can be no loyalty generated, and therefore it would be theoretically impossible to convert customers to Ambassadors.
It should be clear by this point that Ambassadors are needed for growth and to expand an organization's market and brand awareness. But why is it an absolute necessity for survival to create the best possible Experience for clients and customers? There are three reasons: