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

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

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.

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.

after you sign up and until you cancel, you get the same great experience without having to enter your payment information ever again.

Membership models are very attractive to organizations, and recurring revenue models can be enticing. If you are not providing ongoing benefits to justify the ongoing payments, however, your business model is likely to fail.

The Membership Economy brings together my two loves, business and psychology. It gets its power from connecting to deep human needs.

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

Membership is not a fixture to be taken for granted. You can’t just say, “There it is.” You need to be willing to tinker.