The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn

The St. Louis Blues are the greatest hockey team ever. Sure, at the time of writing this they have not yet won a Stanley Cup championship, but they are still the best. I am speaking as a fan of the team. I am truly an advocate for the St. Louis Blues because I have been cultivating a relationship with them since before I was born (my mother went to Blues games while she was pregnant with me). We all know people who are crazy about their favorite team. This is the kind of relationship you want to have with customers. Ken Blanchard and Sheldon Bowles expound on this theme in their book Raving Fans about providing revolutionary customer service. Successful marketers create raving fans for their products.