Members who participate heavily in the first few months of the membership are much more likely to renew than those who merely lurk.

The approximately 20 percent of customers who have visited a business 10 or more times drive 80 percent of the business’s total revenue and 72 percent of total visits to the business. The most loyal customers are less price-sensitive, more likely to be up-sold, and much more (70 percent more) likely to talk up the business.

Marketing is more than campaigns—it’s about focusing on the market. This is always true, but especially in the Membership Economy, where retention matters more than acquisition.

When you price for value, you focus on what the member wants, which is best for everyone. The challenge comes when the perceived and actual needs of the member change over time—which they always do.

What makes a good marketer is an interest in what motivates target buyers, how they buy, and what earns their loyalty.

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

Ownership and access are at two ends of a continuum, and right now the pendulum is swinging away from owning.

you shouldn’t have a customer satisfaction department; you shouldn’t have a customer support department; you should have a customer success department.

membership appeals to the members too, because membership provides recognition, stability, and convenience while connecting people to one another.