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The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue by Robbie Kellman Baxter

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Build an Effective Acquisition Funnel from the Bottom Up

Suppose I told you I didn’t like McDonald’s because my husband and I went there for our anniversary and were disappointed by the ambiance and lack of caviar and champagne. You might say, “Robbie, don’t you know that McDonald’s is not designed for wedding anniversaries? It’s designed to be quick, cheap, and consistent.”

McDonald’s has done a great job of letting people know what its brand represents. More than that, it has done a great job of building a consistent experience. You can walk into any McDonald’s in the world and know the fries will taste like McDonald’s fries and the ...

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