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In a digital world where our lives are increasingly cluttered and superficial, we’re missing something tremendously powerful: genuine human connection.
People are going to be most invested in that which creates a sense of intimacy, warmth, and shared meaning in a world that would otherwise relegate them to a statistic.
This is what creating a fanocracy is all about.
It can be scary, at first, to focus relentlessly on intangibles like community, generosity, and fun, rather than squeezing every penny from each interaction. But those who apply the strategies in Fanocracy are more likely to dominate their categories.
The fundamental ingredient for true fandom—meaningful and active human connection—can mean a shift in the way a company communicates with their customers. They are more forthright, helpful and transparent. They create new experiences by turning customers into like-minded, enthusiastic fans.
A fanocracy is a culture where fans rule, and that’s what we see emerging in today’s world. We are moving into an era that prizes people over products.
Fanocracy features a wide range of examples you won’t find in other business books, including…
David Meerman Scott and his daughter Reiko are very different – one is a Baby Boomer business strategist, the other a Millennial medical student. But they share the same passion and respect for the power of fandom.
Both noticed that the kind of enthusiasm they once reserved for pleasures like the Grateful Dead (David) and Harry Potter (Reiko) now extends to all sorts of companies and organizations. They’ve teamed up to explore the big question: Why do some brands, even in supposedly boring categories like car insurance and enterprise software, attract not just customers, or even loyal customers, but raving fans?
WSJ bestselling author of Everybody Writes and Content Rules