From Whence We Came

Our founder, Craig Wilson, is on a mission to change the face of business 

He wrote Patagonia’s 5-Year strategic plan in the early 2000’s that led to their leap to becoming a $1B brand

He’s penned business strategies for iconic brands like Patagonia, but also for goop, Nature Made, Seventh Generation, Solo Stove, The Office of Angela Scott, and many more

He’s consulted for 100+ unique brands across a wide range of categories, including Beauty, Skincare, Outdoor, Food, Wellness, Healthcare, Fashion, Apparel, Tech, Sustainability, Yoga, and Fitness

He’s founded and led 3 of his own businesses, sold one, failed at one, and still owns one

He’s led startups

He’s led turnarounds

He’s had the luxury of looking deeply into little businesses and big ones

He’s seen what works and what doesn’t

He’s studied the subject of winning

He  coached 3 teams to NCAA National Championships

He’s coached Olympic athletes

He’s interviewed, studied, listened to and personally learned from countless founders, many groundbreaking, iconic people like Yvon Chouinard, Jake Burton, Gwyneth Paltrow, Scott Kerslake, Beaver Theodosakis, and Jeffrey Hollander

He’s interviewed thousands of customers across the spectrum of businesses from small startups to thriving long standing brands

For the past 20 years he’s written on the subject of how iconic brands become iconic

He published the seminal work on the subject in 2015 winning “best marketing book of the year,” and touted as “the one book you need to read” at Earnst and Young’s annual summit

He’s studied the phenomenon of following and how particular brands create rabid fan bases, in turn making them more successful and more profitable

And he’s studied the math that predicts success

He’s delved into customer behavior data in every circumstance imaginable

He has defined what customer loyalty looks like and the numbers that matter

He has benchmarked all of it and created a scoring system that measures the efficiency of creating long-term repeat buying habits

He has created, built, and patented a software application that provides the means to measure the value of your brand in the eyes of your consumer, predicting future growth and profitability

With all of that experience winning, losing, seeing the good, the bad, and the indifferent, he has learned and identified the three things that matter most:

One. The biggest mistake business leaders make is optimizing their brand/consumer environment to transactions instead of relationships

Two. The most important thing to know is why your customer chooses your brand versus all the others (hint… it’s not because you’re better than everyone else at anything)

Three. The one number you need to know is not your Net Promoter Score, it’s the efficiency of creating long-term repeat buying habits among your existing customers

And, he has created a way to optimize all three

And, you can access all of it here

His goal is to supplant the NPS with a true measurement of loyal customer behavior and he intends for this measurement to be the most referenced single metric used in business management

And, his ultimate mission is to change the face of business by replacing the manipulative, self-serving marketing methods at play today with meaningful businesses in service to people, making for an empathic civilization 

Read about his mission: Why I Started Compass + Nail

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