Do you know the importance of making your audience feel part of your journey? Or why that feeling of belonging is what makes big companies like Disney grow more each day?


And most importantly – do you know how to take advantage of that to help your business grow? We’re about to tell you how! 


In our latest episode of Systematic Excellence Podcast, we talked about heart-based promoters, which is part of the Business Hierarchy of Needs by Mike Michalowicz. We invite you to keep reading this article to learn everything you need to know about it!


What are heart-based promoters?


Amalie: A heart based promoter is someone who will promote the business no matter what. They wear the logo, they talk about it, they go and buy from the company, and they’re willing to spread the word about it without even really asking them to do it. What these brands and companies have done is build belonging around their brand. Mike Michallowicz uses Disney as an example. Even if people have never been to the park, they will still be wearing Disney things, or have the stickers on their car, where they’re constantly promoting the company. Everything is around this community of loving Disney and there are groups who get together to talk about it, people have made businesses on how to plan trips to Disney, things like that. So it’s bigger than just one person going to a theme park or one person buying a t-shirt. You become part of a community of people who love Disney.


Janine: I think it’s such a really ingrained part of how we work and that’s why it’s one of the basic levels of what humans actually need. Like our schools and their mascots, sports teams that people identify with, the different units in the military, and they all have their own identification.


Amalie: I think the other thing is having lingo. So Starbucks has special names for the different sizes of their coffees, or Mike mentions CrossFit, and that they have special lingo and that that’s become a community around that type of workout. The logo of any brand like Nike, people are wearing it all over and it builds a community around it. 

There’re so many different brands and companies that you can relate to having heart-based promoters. I think the important thing is how to build that, and it’s really about building the community and making them feel loved and appreciated for being part of it, because they’re not your employee. Ultimately, the people that are taking it even further aren’t even being paid, they pay to go to your theme park or purchase your items, go to your restaurant or watch your movie but it’s making them feel appreciated, and creating that belonging around your company. And that is how you develop those heart based promoters. 


Benefits of customer loyalty and how to measure its success


Amalie: In the book, it kind of talks about how it can be hard to sort of measure that. But I think the way is asking about referrals, like how did you hear about us.


Janine: I think specific metrics would be difficult, but I think it’s when you see that your audience is doing things on its own. I think it may come from them. So for example, what do they call themselves? Or in the fandom world, you may not know what quotes from the movie or the book are going to be the favorites that they pick up on. But once they do, then you can help add momentum to that by participating in it with them.


Amalie: Another way to do that is if you use a specific hashtag, and then you see it growing, and you can see how the numbers grow, and how many people are using it. So if you use one, or those posts, especially if you use a common phrase or something, people might use it for other reasons. But if you start putting that out, and then if you ask people that when you’re out and you’re wearing your shirt or doing something related to the brand, use this hashtag. You doing it that way is a that’s a great way to be able to see your growth of your following


Janine: And you can snowball on that. You should be hashtagging your own brand. But when you see something come from your audience, then you can add that to your promotional activities as well.


Why heart-based promoters are important for growth


Amalie: So in the last episode, we talked about intentional leadership turn, and that is important as we’re now into the legacy level of the business hierarchy of needs. And all of the actions in this are long term. A legacy is built by having belonging through generations, generations of people, people might shop in a specific store, because their parents shop there. And so then they have a connection to that store, or they watch a certain show, so you sit around and watch the same show. So growing up, they become heart based promoters. 

I think all of the topics that we’ve talked about in the legacy is just about how to continue that legacy and continue your business even after you’re gone, you’ve retired, you’ve turned over the leadership, you’ve sold the business, whatever. But the business still continues on and when you have a strong base of promoters that do it because they love it, because they love the company, the brand, the products, all of those things, that will help to continue your business long after you.


Janine: I think it actually provides consistency, because the most dangerous transition for a business is when the founder steps away and someone else takes over, and very often the new person may institute a bunch of changes, or the attraction was to the actual founder, rather than the brand or the company itself.


Amalie: And heart based promoters, they will tell you when they don’t like what you’re doing, so they’re a great resource to get feedback from. Those people are people that you want to look for, for feedback, and ask for their honest opinion about things.


If you haven’t listened to the other episodes of the business hierarchy of needs, I highly recommend going back and listening to it. We’ve had some really amazing guests on and great information for each of those levels. If you haven’t gotten the book yet, Fix This Next is a great book. We will be interviewing and airing the episode with Mike Michalowicz, the author of the book in January, which I’m super excited about. 


And that’s it for today! We hope this interview has been as helpful to you as it was to us. See you on the next episode!


To listen to the full episode click here.


If you have any questions or want to reach out to us, message us at and we’ll get in touch with you.


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