LOVED OR SHOVED
Are your customers truly connected, or just drifting away? Why do some brands inspire passionate loyalty while others are unceremoniously "shoved" aside?
LOVED OR SHOVED ventures beyond traditional marketing metrics like Net Promoter Score and simplistic segmentation, which often fail to explain the deep emotional currents governing brand engagement. If you've felt an invisible barrier between your brand and your audience, or struggled with the unpredictable nature of customer allegiance, this book offers a revolutionary new perspective.
Inspired by astrophysical principles, LOVED OR SHOVED introduces a groundbreaking framework to understand, forecast, and ethically influence customer connections. Discover your brand as a STOR – a dynamic entity whose "gravitational pull" comes not from ad spend or market share, but from its narrative mass. This powerful essence is built from the authentic stories you tell, the experiences you deliver, the values you embody, and the narratives your customers share.
But how do you measure this invisible embrace? This book unveils the Emotional Proximity Score (EPS), a nuanced model assessing the true emotional landscape of customer relationships. EPS considers Emotional Distance (how close a customer feels to your STOR's core), Emotional Intensity (the strength of their feelings, positive or negative), and, crucially, Direction and Velocity (is their emotional connection strengthening, weakening, stable, or actively repelling them?).
LOVED OR SHOVED details how the interplay between your STOR's narrative mass and customer EPS profiles governs the "gravitational dance" of engagement. You will learn to:
- Qualitatively Assess Narrative Mass: Understand how foundational myths, product experiences, employee actions, and customer-generated content build or erode your STOR's core.
- Forecast Customer Trajectories: Use EPS insights as leading indicators to identify customers drifting away before they churn, and pinpoint those ripe for deeper engagement.
- Strengthen Your STOR's Core: Discover the art and science of cultivating massive narrative appeal through authentic, resonant, and consistent storytelling, prioritizing long-term building over short-sighted campaigns.
- Ethically Influence Emotional Proximity: Explore actionable strategies for "bending trajectories" – responsibly pulling customers closer with personalized communications and experiences linked to your core narratives, while also addressing how to course-correct those moving away.
This is not about manipulation or engineering superficial affection. LOVED OR SHOVED champions an ethical approach, emphasizing that genuine, earned "love" stems from authentic value, unwavering trust, and respectful engagement. It provides an Ethical Navigator for wielding narrative influence responsibly, ensuring mutually beneficial and enduring connections.
In today's complex commercial universe, old maps fall short. LOVED OR SHOVED offers a new cartography for connection, equipping brands to thrive by fostering genuine emotional proximity. It reiterates that the choice between being "loved or shoved" is an active, ongoing process.
If you're ready to move beyond fleeting metrics and cultivate profound, resilient customer relationships, this book will show you how to build a brand that isn't just recognized, but genuinely loved.