Chapter 11. Vibrant Engagement
Harry Potter and the Exceptionally Engaged Readers
Imagine you launched a new product and it sold 11 million units in its first 24 hours in a market where 1 million units over an entire year is the measure of exceptional success. That is what happened when the last two volumes in the Harry Potter series of children’s books were published.1
These books’ astonishing success is a striking example of the force of what we call vibrant engagement. The impact that customer engagement of this sort delivers is not just recommendation from friend to friend or colleague to colleague, but unsolicited enthusiastic recommendation—not just repeated purchases of a product, but customers actually going out of their way to buy it. ...