Winning on Purpose - by Fred Reichheld & Darci Darnell & Maureen Burns (Hardcover)

About the Book

"Can your company win by embracing a higher purpose? The answer is a resounding yes-and this book tells you how. Few management ideas have spread so far and so wide as the Net Promoter System (NPS). Since its introduction two decades ago by author and customer loyalty guru Fred Reichheld, companies across the spectrum have adopted it-from industrial giants such as Mercedes-Benz and Cummins to Silicon Valley sweethearts such as Apple and Google to digital innovators such as Warby Parker and Peloton. Why? Love. In Winning on Purpose, which grows directly out of NPS, Reichheld argues that the primary purpose of a business should be to enrich the lives of its customers-and the best way to do that is to embrace a rating system that segments customers into Promoters, Passives, and Detractors. NPS illuminates a radically simple idea: prosper by treating people the way you want to be treated. It puts the Golden Rule-and love-at the heart of enduring business success. Across a wide range of industries, the "star" NPS companies consistently deliver higher returns to shareholders. Want to double the stock market returns of an index fund? This book shows you how. But winning on purpose isn't easy. Reichheld explains why most NPS practitioners achieve just a small fraction of the system's full potential and presents the newest thinking and best practices for doing NPS right. He unveils the Earned Growth Rate (EGR): the first reliable measure of what he calls "good profits"-generated when customers come back for more and bring their friends-and argues convincingly that EGR should be included in audited financial statements. Delivering an engaging mix of in-depth business examples and moving personal stories, Reichheld distills and advances the essentials of NPS. Winning on Purpose is the must-read story of the management phenomenon of our time-and your indispensable guide to making NPS the key to your own company's success"--

Book Synopsis

Great leaders embrace a higher purpose to win. The Net
Promoter System shines as their guiding star.

Few
management ideas have spread so far and wide as the Net Promoter System (NPS).
Since its conception almost two decades ago by customer loyalty guru Fred
Reichheld, thousands of companies around the world have adopted
it--from industrial titans such as Mercedes-Benz and Cummins to tech
giants like Apple and Amazon to digital innovators such as Warby Parker and
Peloton.

Now, Reichheld has raised the bar yet again. In
Winning on Purpose, he demonstrates that the primary purpose
of a business should be to enrich the lives of its customers. Why? Because when
customers feel this love, they come back for more and bring their friends--generating
good profits. This is NPS 3.0 and it puts a new take on the age-old Golden
Rule--treat customers the way you would want a loved one
treated--at the heart of enduring business success. As the compelling
examples in this book illustrate, companies with superior NPS consistently
deliver higher returns to shareholders across a wide array of
industries.

But winning on purpose isn't easy. Reichheld also
explains why many NPS practitioners achieve just a small fraction of the system's
full potential, and he presents the newest thinking and best practices for
doing NPS right. He unveils the Earned Growth Rate (EGR): the first reliable,
complementary accounting measure that can truly leverage the power of
NPS.

With keen insight and moving personal stories, Reichheld
advances the thinking and practice of NPS. Winning on
Purpose is your indispensable guide for inspiring customer love
within your own teams and using Net Promoter to achieve both personal and business
success.

Review Quotes

"...a clear and passionate argument for companies focusing singularly on making the lives of their customers better--a thought-provoking thesis as more businesses shift from a primary focus on serving shareholders to embracing the values of stakeholder capitalism." -- Charter

Advance Praise for Winning on Purpose:

"[Reichheld's] 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)

"Reichheld is a true pioneer in his field . . . his practical ideas earn a high Net Promoter Score." -- Adam Grant, New York Times bestselling author, Think Again; host, TED WorkLife podcast

"Reichheld has again delivered a compelling and remarkable piece on winning through customer loyalty . . . 'Do the right thing' and read the book!" -- Andrew C. Taylor, Executive Chairman, Enterprise Holdings

"This book is fantastic! Net Promoter is more relevant than ever in the digital world." -- Brad Olson, Chief Business Officer, Peloton

"[Reichheld's] thinking has influenced our organization for decades, and he has raised the bar once again." -- Tim Buckley, Chairman and CEO, Vanguard

"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

"Winning on Purpose confirms [Reichheld] as the unquestioned leader in his field. It's a must-read for any businessperson pursuing sustainable success." -- Walt Bettinger, President and CEO, Charles Schwab

"Reichheld has changed the business community forever, first with Net Promoter and now with Earned Growth. Every entrepreneur should read this book." -- Dave Gilboa, cofounder and co-CEO, Warby Parker

About the Author

Fred Reichheld is the creator of the Net
Promoter system of management, the founder of Bain & Company's Loyalty
practice, and the author of five books, including the New York
Times bestseller The Ultimate Question 2.0. He is
currently a Fellow and Senior Advisory Partner at Bain, where he has worked
since 1977. He divides his time between Cape Cod and
Miami.

Darci Darnell is the global head of
Bain's Customer practice. She has served in multiple global leadership roles
and today sits on the firm's top elected governance committee. She is based in
Chicago.

Maureen Burns is a Senior Partner
in Bain's Customer practice. She is one of Bain's foremost experts on the Net
Promoter System and Customer Loyalty. She is based in
Boston.

You can find more about Fred Reichheld at:
bain.com/our-team/fred-reichheld
linkedin.com/in/fredreichheld
twitter.com/fredreichheld?lang=en