BOOKS

Monster Loyalty: How Lady Gaga Turns Followers into Fanatics

In Monster Loyalty, Jackie Huba argues that Lady Gaga didn’t become the success she is today based solely on her talent. She did so by engendering immense loyalty from her fans – not just through her music – but through the message she inspires and the community she has built around that message. To anyone in the business community, this sounds like a classic case of loyalty marketing and customer cultivation – and it is. Lady Gaga has built an army of passionate fans that numbers in the tens of millions around the globe. In the book, Jackie explores how she did it, uncovering seven loyalty lessons and providing a playbook for building this kind of loyalty in any organization:

“A thought-provoking, well-executed look at one of the biggest music sensations of this generation” that “deconstructs Gaga’s strategies and offers advice on how to Gaga-ize any business.” – Publishers Weekly

Fiercely You: Be Fabulous and Confident by Thinking Like a Drag Queen

Fiercely You is a creative, playful approach to the serious problems that people face regarding confidence and risk-taking. Drawing on her own experiences and interviews with the world’s top drag queens, this RuPaul-endorsed book offers five "Keys to Fierce" that will help readers find the courage to ignore criticism and live more fearlessly—no wigs or stilettos required.  

“By weaving together critical research, compelling examples, and lively storytelling, Fiercely You shows us how to bring our boldest, most fearless selves to any challenging situation. This book is a game-changer.”
–Claire Shipman, coauthor of the New York Times bestseller The Confidence Code

Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force

Jackie coined the term “customer evangelism” with her first book Creating Customer Evangelists (with coauthor Ben McConnell). Customer evangelists are customers who are so thrilled about their experience with your product or service, they become outspoken evangelists for your company. This group of satisfied believers can be converted into a potent marketing force to grow your universe of customers.

Authors Jackie Huba and Ben McConnell explain how to convert already loyal customers into influential and enthusiastic evangelists. The year-long research project that led to Creating Customer Evangelists outlines the framework for developing evangelism marketing strategies and programs. The ultimate goal is to create communities of influencers who drive sales or membership for your company or organization.  

“Lessons of customer evangelism related through real life company stories make this book an absorbing read.”
–Harvard Business School

Citizen Marketers: When People are the Message

Citizen Marketers was one of the first books to document the emerging world of social media and how brands should begin to embrace a participatory culture. Jackie's research (along with coauthor Ben McConnell) on highly engaged customers led to the theory of the “One Percenters,” people who create content on behalf of companies, brands or products who are a small but very influential part of an organization's customer base.

“A solid... insightful explanation of how the Internet has armed the consumer -- which is to say, everyone -- against the mindless blather of corporate messaging attempts. Drop everything and read this book.”
–The Wall Street Journal