The Collective

‍‍As a business, having customers that actively advocate for your brand can be incredibly valuable. Not only do they help to promote your products and services, but they can also act as a trusted source of information and feedback for potential customers.

There are only a handful of organizations with advocacy programs that have achieved broad-scale brand recognition outside of their own customer base or industry. Cisco is one of them.

How to Develop Mutually Beneficial Relationships to Achieve Your Desired Outcomes

Meet our 2022 CAP Award finalists!

It’s a question that comes up frequently in conversations with clients. And, unfortunately, it’s not an easy one to answer.

The thought leader. The maverick. The trailblazer. It occurred to me a few years ago that being an early adopter or someone who is pushing the boundaries can be a lonely and sometimes perilous position.

Wanted: An eager, happy customer who is ready, willing and able to go on a mutually beneficial journey with one of their favourite companies.

Oftentimes, the best ideas bubble to the surface at the most unexpected times. In preparation for delivering a workshop in London in April last year, I undertook a routine, deep analysis of the client's advocacy program.

𝙷𝚎𝚛𝚎’𝚜 𝚘𝚗𝚎 𝚏𝚘𝚛 𝚢𝚘𝚞: 𝙰𝚗 𝚊𝚍𝚟𝚘𝚌𝚊𝚝𝚎 𝚖𝚊𝚛𝚔𝚎𝚝𝚎𝚛 𝚠𝚊𝚕𝚔𝚜 𝚒𝚗𝚝𝚘 𝚊 𝚋𝚊𝚛. 𝙷𝚎𝚛 𝙲𝙼𝙾 𝚜𝚊𝚢𝚜 𝚠𝚑𝚊𝚝’𝚜 𝚝𝚑𝚎 𝚁𝙾𝙸 𝚝𝚑𝚒𝚜 𝚚𝚞𝚊𝚛𝚝𝚎𝚛? 𝙱𝚊 𝚍𝚞𝚖 𝚙𝚜𝚜𝚑! 𝙲𝚞𝚎 𝚛𝚊𝚞𝚌𝚘𝚞𝚜 𝚕𝚊𝚞𝚐𝚑𝚝𝚎𝚛.