‘The Compass and the Nail’

Book Review

LE-Book-Review-072516-CompassNailIn “The Compass and the Nail: How the Patagonia Model of Loyalty Can Save Your Business, and Might Just Save the Planet,” Patagonia’s former lead consumer marketing strategist, Craig Wilson, offers methods of creating consumer brand loyalty for any business. He argues that consumers truly drive and direct the economy as they buy certain products and, ultimately, choose which companies serve the public. Wilson also suggests that consumers have a strong affect on companies’ ethical, environmental and social decisions by demanding good business practices.

Conversely, consumers can also encourage unethical market operations by choosing to support unethical businesses. “The Brand Ecosystem” is a model Wilson developed while working at Patagonia to help businesses attract a loyal customer base while sustaining the environment. He discusses the model throughout the book as a way to affect positive change in the economy and around the world. “The Compass and the Nail” puts a global perspective on business to consumer relationships.

“The Compass and the Nail” is available on www.800ceoread.com for $19.16.

Sign up for the BizTimes email newsletter

Stay up-to-date on the people, companies and issues that impact business in Milwaukee and Southeast Wisconsin

What's New

BizPeople

Sponsored Content

BIZEXPO | EARLY BIRD PRICING | REGISTER BY APRIL 15TH & SAVE

Stay up-to-date with our free email newsletter

Keep up with the issues, companies and people that matter most to business in the Milwaukee metro area.

By subscribing you agree to our privacy policy.

No, thank you.
BizTimes Milwaukee