A summary on LinkedIn of McKinsey research: companies that spend more on loyalty programmes grow no faster than their peers and have margins about 10% lower, while American companies spend $50 billion a year on them. The programmes that work are clear about their objectives and know which customers are really valuable.
Franck Debane helps large companies build new ventures with Forward Partners: about a hundred programmes in more than 50 companies since 2012. He wrote Passez en mode startup (Eyrolles, 2021) and organises the Lead Innovation Day.
Short essays by email for people who launch new ventures inside large companies: testing ideas with customers, winning over leadership, using AI without the hype. Plus first invitations to Lead Innovation Day.