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What would genuinely be lost if your organization disappeared tomorrow?
Most companies chase loyalty with discounts, points, and clever campaigns-yet customers still leave for a slightly better deal. In The Root Question, behavioral scientist Ezra Tovell reveals why real devotion is never bought. It is earned when a brand, a team, or a leader becomes part of how people see themselves.
Drawing on decision science, neuroscience, and unforgettable case studies-from Harley-Davidson and Patagonia to Johnson & Johnson, SpaceX, and Kodak-The Root Question shows that lasting loyalty grows from a single, costly conviction: a clear answer to why you exist. Get that answer right, and everything else falls into place.
Inside, you'll discover:
- Why satisfaction and habit are not loyalty-and what actually creates unbreakable attachment
- The Purpose, Process, Product framework for building an organization with integrity
- How the brain decides who to trust in milliseconds-and why purpose must be lived, not stated
- Why manipulation is cheap and inspiration is priceless in motivating people
- How to scale without losing your soul and pass the torch without losing the flame
- The difference between teams that merely comply and teams that truly believe
Stop optimizing the small stuff. Answer the one question that settles the rest.
Most companies chase loyalty with discounts, points, and clever campaigns-yet customers still leave for a slightly better deal. In The Root Question, behavioral scientist Ezra Tovell reveals why real devotion is never bought. It is earned when a brand, a team, or a leader becomes part of how people see themselves.
Drawing on decision science, neuroscience, and unforgettable case studies-from Harley-Davidson and Patagonia to Johnson & Johnson, SpaceX, and Kodak-The Root Question shows that lasting loyalty grows from a single, costly conviction: a clear answer to why you exist. Get that answer right, and everything else falls into place.
Inside, you'll discover:
- Why satisfaction and habit are not loyalty-and what actually creates unbreakable attachment
- The Purpose, Process, Product framework for building an organization with integrity
- How the brain decides who to trust in milliseconds-and why purpose must be lived, not stated
- Why manipulation is cheap and inspiration is priceless in motivating people
- How to scale without losing your soul and pass the torch without losing the flame
- The difference between teams that merely comply and teams that truly believe
Stop optimizing the small stuff. Answer the one question that settles the rest.