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Reach Critical Mass

In: Breaking Through

Author

Listed:
  • Sandra Vandermerwe

Abstract

Customer-centric transformation relies on getting insider and outsider conversion rates and the adoption process right, for which there are critical success factors. At this point, internally people are influencing each other and are influenced by market reaction. Externally, through a powerful combination of marketing and engagement, based on trust and authentic ongoing value, social proof, public approval and positive sentiment, the brand becomes contagious. The trick is to get the two internal and external energy forces to coincide, which leads to rapid multiplication and exponential rewards.

Suggested Citation

  • Sandra Vandermerwe, 2014. "Reach Critical Mass," Palgrave Macmillan Books, in: Breaking Through, edition 2, chapter 0, pages 215-234, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-39551-1_10
    DOI: 10.1057/9781137395511_10
    as

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