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.

Table of Contents

  1. Praise
  2. Title Page
  3. Copyright
  4. Dedication
  5. Contents
  6. Foreword by John Donahoe, CEO, Nike, Inc.
  7. Preface: The Genesis of Net Promoter
  8. Introduction. Know Your Purpose: Then Live It
  9. 1. Lead with Love: The Unbeatable Purpose
  10. 2. Aim for Greatness: Everybody Can Be Great
  11. 3. Love Your Customers: The Quintessence of Customer Capitalism
  12. 4. Inspire Your Teams: To Embrace a Life of Meaning and Service
  13. 5. Respect Your Investors: They Win Only When Your Customers Are Loyal
  14. 6. Honor the Golden Rule: But First, Understand It
  15. 7. Be Remarkable: Not Merely Satisfactory
  16. 8. Be Persistent: Build Culture-Reinforcing Systems
  17. 9. Be Humble: Net Promoter 3.0 and Beyond
  18. Appendix A: Net Promoter 3.0 Checklist
  19. Appendix B: Calculating Earned Growth
  20. Notes
  21. Index
  22. Acknowledgments
  23. About the Authors