The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue

The Membership Economy is all about putting the customer at the center of the business model rather than the product or the transaction. Every organization should be focused on the customer. The business model and organization need to support this customer-centric model. The

According to psychologist Abraham Maslow, after satisfying physiological needs and safety, people focus on needs of belonging and esteem before ultimately moving to self-actualization. The Membership Economy helps people satisfy those needs.

Superusers … 1. Check in frequently and consistently—not just once a year for an intense engagement. 2. Create content that others can access. 3. “Police” the community and ensure that cultural norms that strengthen the group are enforced. 4. Have a two-way relationship with the organization itself—providing feedback and suggestions. 5. Demonstrate

Organizations that build their businesses around people’s needs to belong, to be connected, and to be admired, that are focused on relationships over products, are winning in today’s economy.

Leaders in the Membership Economy know how to work membership into people’s days.

The transformation from ownership to access results in lower risk, lower up-front expenses, and lower maintenance.

The more the organization understands its customers’ needs, wants, behaviors, and attitudes—that is, much more than their raw demographics—the better it can serve those needs.

“We’re not finding a cure for cancer, but we are humbly making an impact on something that matters to our customers. Their problems are our problems.”

Memberships only work when based on mutual respect and benefit.

Membership is about connection and access over privacy and ownership—and not everyone values these the same way.