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Many Facets of Leadership, The by Albert A. Vicere, Marshall Goldsmith, Beverly Kaye, Vijay Govindarajan

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Chapter 25. Creating Obnoxiously Devoted Customers

Chip R. Bell

They wear ugly razorback hog hats! They paint their faces red and holler, "Woo pig sooey!" in the most obnoxious, uncivilized way. Most are completely sober. Many wore business suits to work the day before. But on a Fall Saturday afternoon at the University of Arkansas, these normally sane people engage in the insane ritual of devotion...for a football team. They are more than simply fond of their Arkansas Razorbacks...they love 'em! The same is true for Cheese Heads, Deadheads, Yankee fans, and so on.

What if these enthusiasts were your customers? What would "wear-a-funny-hat-and paint-your-face" fidelity look like for your enterprise? And, what would you need to do to inflame ...

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