Amazon.com. Spend less. Smile more.

No decision is made entirely rationally. Emotional disposition towards brand can give an advantage even when the product is out-featured or out-priced by competitors. Become more dependent on emotional ties.

A member who feels they have helped model the brand will likely be an evangelist for it.

Consumers are demanding a greater role in the shaping of their own community.

Communities : the human race demands them, needs them. Belonging is fundamental.

We've gone too far with one-to-one marketing : seeing customers as isolated individuals.

Marketers should be obsessed with communities, not just fret about how to market to an impossible number of individuals.

Ownership must be shared with its membership for it to thrive.

A Tired Woman's Guide to Passionate Sex: Reclaim Your Desire and Reignite Your Relationship by Laurie Mintz | Aug 18, 2009

Each member reinforces the believability of an interpretation to the other.