Fred Reichheld - Winning on Purpose: The Unbeatable Strategy of Loving Customers

This book provides the tools that every business leader (and every team member, board member, and investor) will need to win in this increasingly customer-centered world. I consider Winning on Purpose to be Freds most important work to date. It proves that the primary purpose guiding all great organizations is to enrich the lives of customers.

JOHN DONAHOE, CEO, Nike (from the Foreword)

Winning on Purpose is full of lessons for building customer loyalty and achieving more by treating others better. Fred Reichheld is a true pioneer in his field, and his practical ideas earn a high Net Promoter Score.

ADAM GRANT, New York Timesbestselling author, Think Again; host, TED WorkLife podcast

Fred Reichheld has again delivered a compelling and remarkable piece on winning through customer loyalty. We are fortunate to have worked with and learned from Fred for many years. Do the right thing and read the book!

ANDREW C. TAYLOR, Executive Chairman, Enterprise Holdings (parent of car rental brands Enterprise, National Car Rental, and Alamo)

Net Promoter is more relevant than ever in the digital world. We use Reichhelds tools every day to help us deliver on our promise to Put Members First and to provide an unparalleled experience to our community of millions around the world. Such a compelling readthis book is fantastic!

BRAD OLSON, Chief Business Officer, Peloton

Winning on Purpose continues Fred Reichhelds legacy of high-impact, practical guidance on keeping a company focused on its customers. His actionable approach engages employees at all levels of an organization on delivering what matters. Freds thinking has influenced our organization for decades, and he has raised the bar once again.

TIM BUCKLEY, Chairman and CEO, Vanguard

Fred Reichheld is a great storyteller, and Winning on Purpose is partly a business book and partly a memoir highlighting important lessons about what it means to live a good and worthy life and to run a good business. This book shows how NPS provides companies with both a moral compass and a powerful tool for success.

ZEYNEP TON, professor, MIT Sloan School of Management; author, The Good Jobs Strategy

Fred Reichheld has shown definitively that putting customers at the core of your business is the key to enduring success. Winning on Purpose reveals the essence of Net Promoters huge impacttreat people the way you want to be treated. An enlightening and moving book.

RAM CHARAN, business adviser to CEOs of many startups and top companies; author; and member of seven boards

What is the true purpose of a business? As Fred Reichheld powerfully illustrates in this important book, it is not to increase profits and shareholder value but to enrich peoples lives. Winning on Purpose shows how doing the latter leads to the former. Required reading.

JEANNE BLISS, founder and President, Customer Bliss; author, Chief Customer Officer 2.0

Long-term growth is no hidden secretits all about your happy customers being your biggest marketing weapon! Reichheld has written a powerful guide on how your business can thriveby creating a culture to put your customers needs and happiness first. A must-read.

MARSHALL GOLDSMITH, New York Times bestselling author of Triggers, Mojo, and What Got You Here Wont Get You There

Reichheld has changed the business community forever, first with Net Promoter and now with Earned Growth. NPS has been the key metric weve used to keep ourselves focused on providing incredible customer experiences. Earned Growth now provides the accounting twin to leverage the power of survey-based NPS. Every entrepreneur should read this book.

DAVE GILBOA, cofounder and co-CEO, Warby Parker

At Schwab, we have been guided by Fred Reichhelds thinking for almost twenty years. His Net Promoter concept serves as the compass guiding our purpose and client-focused strategy. Winning on Purpose confirms Fred as the unquestioned leader in his field. Its a must-read for any businessperson pursuing sustainable success.

WALT BETTINGER, President and CEO, Charles Schwab

Winning on Purpose delivers a compelling and convincing digital-age update of the already-powerful Net Promoter System. But it offers much more, providing a motivational guidebook for purpose-driven leadership. Freds stories demonstrate the benefits of treating people right, and the new data he reveals helps clarify the moral duties of business leaders in a customer-centered world. There could not be a better time for this book. I cannot wait to share it with my colleagues!

BARBARA HIGGINS, Chief Customer Officer, Duke Energy

In Winning on Purpose, Fred Reichheld takes Net Promoter to the next level, explaining why leaders must reshape their strategies around customer love and loyalty in order to winnot just for customers but for all stakeholders. His work is backed not only by decades of firsthand experience but also by fresh data and insights illuminating the underlying economic advantages of truly great companies. Winning on Purpose will help investors identify long-term business winners.

ANDY CROSS, Chief Investment Officer, The Motley Fool

WINNING ON PURPOSE

THE UNBEATABLE STRATEGYOF LOVING CUSTOMERS

FRED REICHHELD

With Darci Darnell and Maureen Burns
Bain & Company, Inc.

HARVARD BUSINESS REVIEW PRESS
BOSTON, MASSACHUSETTS

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Copyright 2021 Fred Reichheld and Bain & Company, Inc.

All rights reserved

No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to , or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163.

The web addresses referenced in this book were live and correct at the time of the books publication but may be subject to change.

Library of Congress Cataloging-in-Publication Data

Names: Reichheld, Frederick F., author. | Darnell, Darci, author. | Burns, Maureen (Maureen Farrell), author.

Title: Winning on purpose : the unbeatable strategy of loving customers / Fred Reichheld with Darci Darnell and Maureen Burns (Bain & Company, Inc.)

Description: Boston, MA : Harvard Business Review Press, [2021] | Includes index.

Identifiers: LCCN 2021025748 (print) | LCCN 2021025749 (ebook) | ISBN 9781647821784 (hardcover) | ISBN 9781647821791 (ebook)

Subjects: LCSH: Relationship marketing. | Customer loyalty. | Consumer satisfaction. | Marketing research. | Word-of-mouth advertising.

Classification: LCC HF5415.55 .R435 2021 (print) | LCC HF5415.55 (ebook) | DDC 658.8/12dc23