Winning on Purpose

“…a clear and passionate argument for companies focusing singularly on making the lives of their customers better—a thought-provoking thesis as more businesses shift from a primary focus on serving shareholders to embracing the values of stakeholder capitalism.” — Charter

Advance Praise for Winning on Purpose:

”[Reichheld’s] most important work to date. It proves that the primary purpose guiding all great organizations is to enrich the lives of customers.” — John Donahoe, CEO, Nike (from the Foreword)

“Reichheld is a true pioneer in his field … his practical ideas earn a high Net Promoter Score.” — Adam Grant, New York Times bestselling author, Think Again; host, TED WorkLife podcast

“Reichheld has again delivered a compelling and remarkable piece on winning through customer loyalty … ‘Do the right thing’ and read the book!” — Andrew C. Taylor, Executive Chairman, Enterprise Holdings

“This book is fantastic! Net Promoter is more relevant than ever in the digital world.” — Brad Olson, Chief Business Officer, Peloton

”[Reichheld’s] thinking has influenced our organization for decades, and he has raised the bar once again.” — Tim Buckley, Chairman and CEO, Vanguard

“This book shows how NPS provides companies with both a moral compass and a powerful tool for success.” — Zeynep Ton, professor, MIT Sloan School of Management; author, The Good Jobs Strategy

“Winning on Purpose confirms [Reichheld] as the unquestioned leader in his field. It’s a must-read for any businessperson pursuing sustainable success.” — Walt Bettinger, President and CEO, Charles Schwab

“Reichheld has changed the business community forever, first with Net Promoter and now with Earned Growth. Every entrepreneur should read this book.” — Dave Gilboa, cofounder and co-CEO, Warby Parker

Fred Reichheld is the creator of the Net Promoter system of management, the founder of Bain & Company’s Loyalty practice, and the author of five books, including the New York Times bestseller The Ultimate Question 2.0. He is currently a Fellow and Senior Advisory Partner at Bain, where he has worked since 1977. He divides his time between Cape Cod and Miami.

Darci Darnell is the global head of Bain’s Customer practice. She has served in multiple global leadership roles and today sits on the firm’s top elected governance committee. She is based in Chicago.

Maureen Burns is a Senior Partner in Bain’s Customer practice. She is one of Bain’s foremost experts on the Net Promoter System and Customer Loyalty. She is based in Boston.