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Ideas and Innovations Newsletter

True Loyalty: The Best Last Experience Is Your Next Minimum Expectation

True Loyalty: The Best Last Experience Is Your Next Minimum Expectation How Does an Organization Create True Customer Loyalty? Issue 219, July 3, 2025 Sam Walton said, “Your best last experience is your next minimum expectation.” In 2025, these words of wisdom have become a double-edged sword as the greatest opportunity and biggest threat to customer loyalty. Based on Walmart’s longevity and performance, his motto seems to be proving out in the retail marketplace. But Walton’s business philosophy works both…

Kevin Novak
July 2, 2025
Ideas and Innovations Newsletter

How to Master the Art of Storytelling – Ideas and Innovations from 2040

How to Master the Art of Storytelling Issue 93, February 2, 2023 Origin Stories Storytelling and narrative have become the buzzwords of modern marketing.  You’ve heard it before: What’s your organization’s brand story? Make your organization come alive through narrative. Help customers relate emotionally to your business by telling a story. And possibly the most ominous: Tell your story, or else your stakeholders will write it for you. Storytelling has been around as long as humans; the 50,000-year-old cave paintings…

Kevin Novak
February 2, 2023
Ideas and Innovations Newsletter

Ideas + Innovations from 2040: Customer Loyalty

Customer Loyalty Running an organization that is customer-centric is a marathon.  Human behavior can be mercurial.  Trends from one industry segment suddenly disrupt another sector in the highly connected and interdependent system that comprises society.  A global pandemic sends rational planning out the window and accelerates emerging trends and changes that were suppressed or sometimes completely ignored. And the biggest challenges today are understanding changing human behaviors and accepting the fact that the customer is the point of purchase, whenever,…

Kevin Novak
September 9, 2021
Ideas and Innovations Newsletter

Ideas + Innovations from 2040: Time to Check Your Value Proposition

Is Your Value Proposition Still Relevant? Post-pandemic recovery offers a unique opportunity for discovery and reassessment. Chances are your organization was disrupted by the pandemic in a plethora of ways, as were your staff, members, subscribers and customers. At the most basic level, the pandemic forced people and organizations to work differently, and in that process, to re-evaluate what is important, both personally and professionally. Marketing General Inc.’s Membership Marketing Benchmark report reveals some sobering findings about the impact of…

Kevin Novak
July 15, 2021
Ideas and Innovations Newsletter

Ideas + Innovations from 2040: Personal Trust and Loyalty are Table Stakes

Targeting Engagement, Establishing Trust, and Building Loyalty The cynic in us recognizes that we are living in the era of “it’s only about me.” The pragmatist in us also recognizes that as a brand and an organization, if you don’t cater to this mentality, you are likely to become irrelevant. The tools available to us to personalize our communications, offerings and services to our various stakeholders makes it impossible to conduct business as usual with legacy tactics. Simply said, to…

Kevin Novak
June 30, 2021
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