Insights

Open notebook with handwritten notes and diagrams, a magnifying glass resting on it, a pen nearby, and stationery on a wooden desk with potted plants in the background.
Customer Experience, Leadership & Business Strategy Kurtis Graham Customer Experience, Leadership & Business Strategy Kurtis Graham

The Best Loyalty Program Costs Nothing

I spent years building and running a loyalty program.

Points structures. Redemption catalogues. Breakage calculations. Vendor relationships. System integrations. It was complex, creative, and genuinely one of my favourite stretches of my career.

But the whole time, there was a question I couldn't quite get away from: are loyalty programs solving the right problem? Or are they a workaround for something more fundamental?

Then I found an honest mechanic. And he answered it for me.

This week's post is about the loyalty program that costs nothing, and generates more word-of-mouth than any structured program I've ever seen.

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Leadership, BrandTruth Alignment, Organizational Culture, Customer Experience, Modern Leadership Curtis Scaplen Leadership, BrandTruth Alignment, Organizational Culture, Customer Experience, Modern Leadership Curtis Scaplen

Less Storytelling. More Truth-Telling

People are getting harder to impress and easier to lose.

Not because marketing stopped working.
Because people can feel the difference between performance and truth.

The future belongs to the brands, leaders, and cultures willing to be real:

  • real values

  • real accountability

  • real connection

  • real humanity

Less storytelling.
More truth-telling.

Because authenticity is no longer soft branding.
It’s market positioning.

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