Winning the Customer: Turn Consumers into Fans and Get Them to Spend More

AFTERWORD

When I first started with the New England Patriots, one of the first things I worked on was an interactive fan event called Patriots Experience. I happened to meet with Mike Kellogg, my friend and a former colleague at the radio station, during the planning stages and told him about some of our plans and what we were working on. He stopped me and said (I’m paraphrasing, of course), “Lou, you are going to create so many things and have experiences that will culminate in ‘The book of Lou.’ You have to make sure you write everything down in a journal and document your experiences.” He went on to reinforce that the details of everything I did would be valuable once I left the team.

I’d like to say this book came from the journal that Mike ...