Winning On Purpose by Fred Reichheld, Darci Darnell, and Maureen Burns (Book Review)
Winning on Purpose by Fred Reichheld, Darci Darnell, and Maureen Burns teaches business owners how to succeed by focusing on their customers. The book introduces a new version of the Net Promoter System (NPS 3.0) and shows how caring for customers leads to long-term success.
With lessons and real-life examples, this book offers simple tips to help you grow your business by making customers feel valued. It’s a valuable read for anyone wanting to build a customer-focused and successful company.
Who Are Fred Reichheld, Darci Darnell, and Maureen Burns?
Fred Reichheld is the visionary behind the Net Promoter System and a leading authority on customer loyalty. As a fellow and senior advisory partner at Bain & Company, Reichheld has been instrumental in shaping the company’s Loyalty practice since 1977. His groundbreaking work, including the New York Times bestseller The Ultimate Question 2.0, has transformed how businesses approach customer satisfaction. In Winning on Purpose, Reichheld extends his legacy by advocating for a shift from traditional financial capitalism to customer capitalism, emphasizing the profound impact of prioritizing customer love and loyalty.
Darci Darnell is the global head of Bain & Company’s Customer practice, overseeing client solutions in customer strategy, loyalty, commercial excellence, pricing, and marketing. With extensive experience in global leadership roles, Darnell is a key figure in driving Bain’s customer-centric initiatives. Her work focuses on enhancing client relationships and delivering impactful strategies that foster customer loyalty and business growth.
Maureen Burns is a senior partner at Bain & Company, specializing in the Net Promoter System and customer loyalty. As one of Bain’s foremost experts, Burns has led major digital transformations, helping clients leverage technology and data to build lasting customer relationships. Her role in Winning on Purpose highlights the critical importance of customer loyalty in achieving business success and driving sustainable growth.
What Are The Key Reasons To Read Winning On Purpose?
For business owners looking to grow and sustain their business, Winning on Purpose by Fred Reichheld, Darci Darnell, and Maureen Burns is a great resource. This book explores the idea that building a business centered on enriching customers’ lives is the key to long-term growth.
This book doesn’t just revisit NPS. It introduces a new version called NPS 3.0. This updated model suggests that a business’s main goal should be to truly “love” its customers. By making customers feel valued and cared for, businesses encourage them to return, recommend the company to others, and create what Reichheld calls “good profits”. The profits earned by genuinely satisfying customers, not by cutting corners or taking advantage of them.
Reichheld advocates for treating customers the way you would treat a loved one. This approach may sound simple, but its implementation can be transformative for any business. Companies that consistently deliver on this promise see higher shareholder returns. They also create more meaningful connections with their audience.
For business owners, this message resonates deeply—especially when navigating the ups and downs of scaling a business. The focus on building lasting relationships rather than just quick profits is refreshing and essential for long-term success.
This book offers a clear path forward for business owners. It reinforces the idea that winning isn’t just about profits or market share but about creating a meaningful impact on customers’ lives. The book’s strategies are actionable, whether you’re leading a startup or an established business, and will inspire you to rethink how you approach customer loyalty.
Winning on Purpose is a resource to building a purpose-driven company that prioritizes customer love. If you want to grow your business with purpose and passion, this book is for you.
Final Thoughts
Winning on Purpose by Fred Reichheld, Darci Darnell, and Maureen Burns is a good resource for business owners who want to grow their companies by focusing on customers. The book explains that treating customers with care and making them feel valued is the key to long-term success.
Reichheld and his co-authors introduce a new version of the Net Promoter System (NPS 3.0), showing how businesses can use it to build strong customer relationships and achieve “good profits”—profits that come from truly satisfying customers. Their approach is simple but powerful: treat customers like loved ones to create loyalty and better results.
For entrepreneurs who are already on their journey, this book provides advice and inspiring examples to help you scale your business successfully. It also introduces the Earned Growth Rate (EGR), a new tool to measure how well your business is growing in a sustainable way.
Winning on Purpose isn’t just about making money; it’s about positively impacting your customers’ lives. If you want to build a business that customers and employees love, this book will guide you every step of the way.
