How the Membership Economy Fits into the Bigger Picture
We hear the stories. Cornered by a passionate friend, we are regaled with stories of a binge-watching House of Cards, or the virtues of the Paleo diet combined with Crossfit, or the new songs discovered by Pandora. A certain type of organization is winning the hearts and voices of their customers, and building the kind of loyalty that traditionally was reserved for family, community, and church. The secret that these organizations know is that people are craving membership. Organizations that build their businesses around people’s needs to belong, to be connected, and to be admired, ...