What You Can Learn from Traditional Membership Economy Companies

There are companies that have been thinking creatively and aggressively about membership for a long time, even if they aren’t digital at their core. I include them because these Membership Economy organizations led the way and have stood the test of time, often competing in crowded, sophisticated, highly competitive markets.

It’s important to remember that membership is not a new idea, nor is it new for private-sector companies to benefit from membership models. They do some things extremely well—like building a strong brand and continuously reinventing services around ...

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