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Welcome to Soundview's summary in brief of Engaged: Outbehave Your Competition to Create
Customers for Life written by Gregg Lederman.
Lederman is the founder and CEO of Brand Integrity, an experience management company focused on
delivering branded experiences to increase customer loyalty and profitability.
Engaged offers eight principles designed to help you get employees and customers more
Engaged. Lederman explains that an Engaged workforce means employees who are committed
and motivated to act in the best interest of your company. And Engaged customers are
very loyal, they proactively tell others about your company, and they can be counted on to
buy more of your company's products and services.
Lederman underscores that the purpose of your company should be to create and keep profitable
and engaged customers. And he points out that keeping employees happy is the way to do that
consistently.
Critical to his message in Engaged is the mindset that managing and delivering your
company's branded experience is not another thing to do. It is the thing you do. Every
day an experience is being delivered at work. Lederman's goal in Engaged is to make sure
you manage it. It is management's responsibility to make sure the experience is delivered,
performed and evaluated.
Anchored by tools to communicate expectations for living the brand, measure visibility and
establish accountability, Engaged offers straightforward, simple advice that when embraced can help
you and your company create customers for life.
Engaged is summarized by Soundview Executive Book Summaries with permission of the publisher,
Evolve.
Enjoy the summary at summary.com.