Insights on Marketing & Technology

Rethinking Loyalty

Everyone seems to be talking about customer loyalty, but does anyone stop to think about the market conditions that drive loyal behaviour? We've been spoilt by choice, and this abundance has driven an inflation of expectations. Sure, we're more critical than ever of buggy software or faulty products, but ideals are what really tip the scale. If you want to build a loyal base product focus is great, but you will be served better by refining your vision first.

Alexander Avanth
  • By: Alexander Avanth
  • Published: 27-06-2017

“Old ways won't open new doors” - Unknown 

Great products don’t build loyal communities - belief systems do

In the past, exhibiting loyal behaviour was a way of hedging your bets in a scarce environment to ensure that you could rely on a certain good, treatment or service. We were, to a much greater extent, pressured by our immediate surroundings and communities to make decisions that were not objectively the best, but that people could depend on. Today we live in a world of almost infinite choices. Our mobility combined with an abundance of goods has virtually eliminated the practical reasons for behaving loyally. So what is left of loyalty today?

In many ways loyal behaviour today, although scarcer and more short-lived than in the past, is a purer form - a type of loyalty based on principle or an intrinsic good, and not one based on reliability and risk aversion. Crowded markets and heated competition have pushed producers and communities to focus as much on values and aspirations, as they do on making products useful or communities functional. 

This shift from extrinsic to intrinsic reasons for behaving loyally is well-documented and explained by the “revered” thinkers of the 21st century. Simon Sinek has boiled the success of companies such as Apple down to their ability to communicate “why they do what they do” as opposed to “what they actually do”. Salim Ismail’s concept of the Massive Transformative Purpose or MTP is now the fundamental building block of every new start-up looking for global success and, more importantly, the users.


The pursuit of loyal consumers on the macro-level is now a fierce exchange of ideas and principles. Companies, groups and individuals preach and inflate their reason to exist in a way that almost radicalises their consumers, members and followers. The modern antithesis of loyalty is the....

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Alexander Avanth

Alexander is an International Public Speaker, Optimistic Futurist, Ordained Buddhist Monk and Entrepreneur with a Passion for Exponential Technology. Over the years Alexander has developed a holistic understanding of emerging technological trends, encompassing the technical advancements and our social, political and humanitarian reactions to these. He believes that with the right educational focus on leveraging new tools and lifelong learning, technological threats to our traditional livelihoods can be transformed into profound life-enhancing opportunities for the masses.


 Frederik Wagner

Frederik is an entrepreneur, Developer, Lawyer and Consultant.He is a millennial jack-of-all-traits holding a Masters in Law and is an autodidact developer and programmer. Before starting his own project Peerbono, he was part of the founding team of Copenhagen-based marchine-learning startup Archii. Today, he's working on helping people develop their skills by pursuing their passion.

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