The ideas behind CompassIQ.

EXPLORE THE COMPASSIQ PAPERS

Analytics measure transactions.
CompassIQ measures relationships.

Retention, repeat rate, NPS, and CLV show what happened. CompassIQ shows what’s developing—the strength and direction of your customer relationships.

This is Customer Custody: the behavioral, emotional, and economic strength of the brand–customer bond. When custody improves, every metric improves with it.

Loyalty isn’t an outcome. It’s a progression—and now it’s measurable.

You think your business is healthy.

Are you doing what’s best for your business?
It’s time to make sure. Measure how good you are at winning, creating, and keeping Brand Advocates and unleash your business’ potential.

Custody Reveals:

  • Where relationships deepen

  • Where they stall

  • Where they quietly slip into risk

  • How much unrealized value is still trapped inside the file

Discover untapped profitability.

Take control of your business by understanding the hidden profit within your existing customer base.

Move from average to optimal.

Over the past 20 years, we have identified, benchmarked, and indexed the 14 essential "biomarkers" of loyal customer behavior that lead to increased profitability and growth.

EXPLORE THE BIOMARKERS

Get:

  • Better Retention

  • Easier Acquisition

  • More High-Value Customers

  • More Word of Mouth

  • Higher Customer Satisfaction

  • Improved NPS

  • Higher LTV

“Given the enormous opportunity to create new value, companies should pursue emotional connections as a science—and a strategy.”

—Harvard Business Review

Business optimization made clear.

A single, convenient solution that empowers you with everything you need to understand how good you are at creating the emotional connections that lead to long-term, repeat customers.

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✻ CompassIQ quantifies your brand’s true equity by measuring its efficiency in creating marquee customers.

“Custody is the act of taking control of the customer's decision-making process by becoming a trusted curator, thereby capturing their attention and loyalty. Firms that command habitual, direct relationships with consumers capture outsized value.”

—Scott Galloway, The Pivot, 2025

Taking control of the health of your business means answering three critical questions:

✔︎ Am I creating advocates for my brand optimally?
✔︎ Do I have visibility of where I can improve?
✔︎ Do I know the emotional triggers that caused my best customers to become my best customers?

  • Measure your baseline.

    Establish your baseline with your initial report covering the 14 biomarkers that most impact your business’ ability to create long-term repeat buyers.

  • Interpret your results.

    Your initial comprehensive assessment includes recommendations in the form of a diagnostic of how to improve your business’ performance.

  • Track your progress.

    Receive regular reports and recommendations highlighting deliberate steps to improve your business’ ability to create brand advocates.

EXPLORE THE BIOMARKERS

Origin
story.

Our business optimization model was created by our founder during his time at Patagonia in the early 2000’s. It has been honed and improved over the past 20 years in the field working with hundreds of brands in fashion, wellness, outdoor, sustainability, beauty, food & beverage, skincare, education, and fitness.

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  • Clinical

    Get visibility of your customer data like never before. By putting a spotlight on how well your business generates Brand Advocates, you gain clarity of exactly what to do to drive real improvement.

    READ HOW

  • Comprehensive

    Your data has been lying to you, but no longer. CompassIQ pinpoints what’s working, what’s not, the potential profit opportunity and risk, and identifies specific, deliberate actions to improve.

    READ MORE

  • Convenient

    CompassIQ cuts through the noise, providing a holistic view of business performance. By measuring proven customer behavioral biomarkers, you access the one and only true barometer of business health.

    THE CEOs DILEMMA

Stop guessing,
start addressing.

Take control of the health of your business by getting your CompassIQ.

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SEE WHAT MAKES US DIFFERENT

Brands using CompassIQ markedly improve their businesses within 6 to 12 months: 3x customer purchase rates, 12x higher customer lifetime value, 40% increased contribution margin, 70% YoY revenue improvement.

Get started fostering brand loyalty.

Your first step is answering a few orientation questions about your business, goals, and objectives. The questionnaire to the right only takes about 5 minutes.

“On average, 60-70% of profitability is generated by long-term, repeat buyers.”

—Fred Reichheld, Author of The Loyalty Effect

Testimonials

  • "The vocabulary and principles you shared in the Loyalty Architecture executed one of the best brand deliverables, or brand bibles, I have probably ever seen."

    ACRONYM
    Erolsyn Hugh, Founder

  • “In essence, Craig is an alchemist - During his time with us at prAna, I watched him gather up the fragments of our good intentions and create a formula and a strategy to help us deeply connect with our conscious consumers. His work is the foundation for our thriving direct to consumer business.”

    PRANA
    Beaver Theosodakis, Founder

  • “I love your work. Our customers transform with us, they become disciples. Now they are bringing their friends and families along and sharing so much more. An incredible family has been built.”

    MTN OPS
    Trevor Farnes, Co-Founder

  • “I’ve seen a lot of turnaround and growth frameworks, McKinsey’s, etc. They are all rubbish compared to this.”

    GOREWEAR
    Erman Aykurt, Creative Director

  • “Compass and Nail is an extraordinary way of thinking. I was sold on it immediately. This is enlightenment for businesses to get a better understanding of what they’re doing. Consider me a ‘Cheerleader.’”

    BREAKAWAY MATCHA
    Christopher Tonry, Creative Director

  • “This is it. The Loyalty Architecture works. We are committed at the corporate level that this is how we are going to run the businesses.”

    W. L. GORE AND ASSOCIATES
    Anton Nistl, Head of the Vertical Business Unit

  • “These tools are more valuable than I can describe to help us craft messaging that is clear, concise and creative.”

    CANSURROUND
    Carolyn Magner, Editor

  • “If you're looking for an approach that will flip everything you think you know upside down, this is it.”

    PACT UNDERWEAR
    Jeff Denby, Co-Founder

  • “Presenting methods, models, and rich examples from the consumer products, services, and not-for-profit sectors, this unravels the mysteries of loyalty in a thoughtful and richly illustrated manner.”

    ALPS & METERS
    Louis Joseph, Founder

  • “We finished the year strong and have implemented as much of the work as possible. We’ve been seeing our repurchase rates increase a lot lately as result.”

    TYPSY ELVES
    Evan Mendelsohn, Founder

  • “Working with CN on both the fundamental brand positioning and creative execution was key in our brand launch. Going through their process allowed us to identify what is important to ‘sweet spot’ Stio customers and execute on creative touch points that establish the right kind of connections.”

    STIO
    Noah Waterhouse, President

  • “Imagine a world where those frontline employees had a concretely defined company character from which all of their in-the-trenches ideas could spring. And those companies had the infrastructure (and measurement programs) to implement the ideas to improve experiences and deepen [customer] relationships! Compass and Nail is it.” 

    CARRICK CAPITAL
    Suzanne Passalacqua, Partner

  • “I wanted to say that it’s pretty incredible how far we’ve come. While cleaning up these docs to get them ready to send to you I saw that in the first marketing mix I ever did, our contribution dollars for Casuals was negative $54. This fiscal’s mix shows contribution dollars for Casuals to be positive $114. That’s quite the turnaround story in less than 3 years.”

    SITKA
    Harrison Lindsey, Digital Marekting Lead

  • “I know your group by reputation and people that work for you… I’m amazed at people that can create coherence.”

    BACKBONE MEDIA
    Penn Newhard, Founder

  • “Just wanted to say thank you as I know a lot of time, energy and blood and sweat has gone into what you presented today. To say you blew us away is an understatement, this is going to be so exciting.”

    STEALTH STARTUP
    Michelle Lea, Chief Experience Officer

  • “This is a CEO’s dream. I wish I had this when I was a CEO.”

    AMARA INSIGHTS
    Kimia Talebian, Founder

  • "I’ve had a front row seat to Craig’s journey toward building a deeper understanding of customer loyalty. Together we implemented his process at three different organizations, all to great success. His latest innovation of using the Activation Cycle as the road map to running a globally responsible company takes his process to an entirely different level, and gives socially and environmentally minded business leaders an effective tool in building a better planet."

    PATAGONIA
    Rich Hill, VP Sales

  • “Our brand has transformed into the ultimate expression of our founder’s intentions and vision. Through the work with C+N, we've gained a deeper understanding of the values and principles shared by our core customers."

    PQ SWIM
    Kate Nowland, CEO

  • "From my perspective the power of the process of coming to clarity about self and about your customer and how to optimize the business to serve both clearly is… Okay, I’m going to say it: Priceless. The work when applied diligently sets the stage for businesses to scale beyond expectations."

    SITKA
    Jonathan Hart, Founder