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Winning on Purpose

Winning on Purpose

Winning on Purpose

The companies with the highest Net Promoter Score℠ in their industry have delivered over 2x the returns of the stock market overall in the last decade. Why?

Because great leaders embrace a higher purpose to win, and Net Promoter Score (NPS) shines as their guiding star.

Few management ideas have spread so far and wide as the Net Promoter Score and System. Since its conception almost two decades ago by customer loyalty guru Fred Reichheld, thousands of companies around the world have adopted it – from industrial giants such as Mercedes-Benz and Cummins to tech giants like Apple and Amazon to digital innovators such as Warby Parker and Peloton.

Now, Reichheld has raised the bar yet again. In Winning on Purpose, he demonstrates that the primary purpose of a business should be to enrich the lives of its customers. Because when customers feel this love, they come back for more and bring their friends—generating good profits. This is NPS 3.0 and it puts the Golden Rule – treat customers the way you would want a loved one treated – at the heart of enduring business success. As the compelling examples in this book illustrate, companies with superior NPS consistently deliver higher returns to shareholders across a wide array of industries.

But winning on purpose isn't easy. The author also explains why many NPS practitioners achieve just a small fraction of the system's full potential and presents the newest thinking and best practices for doing NPS right. He unveils the Earned Growth Rate (EGR) which provides the first reliable, complementary accounting measure that can truly leverage the power of NPS.

With keen insight and moving personal stories, Reichheld distills the essentials and advances the thinking and practice of NPS. Winning on Purpose is the must-read story of the management phenomenon of our time – and your indispensable guide for inspiring customer love within your own teams and utilizing Net Promoter to achieve both personal and business success.

Hear Directly from our Authors

Meet the Authors

Meet the Authors


Fred Reichheld

Bain Fellow | Boston

Fred Reichheld is the creator of the Net Promoter system of management, the founder of Bain & Company’s Loyalty practice, and the author of five books, including the New York Times bestseller The Ultimate Question 2.0. He is currently a Fellow and Senior Advisory Partner at Bain, where he has worked since 1977. He is based in Cape Cod and Miami.

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Darci Darnell

Partner | Chicago

Darci Darnell is the global head of Bain’s Customer practice. She has served in multiple global leadership roles and today sits on the firm’s top elected governance committee. She is based in Chicago.


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Maureen Burns

Partner | Boston

Maureen Burns is a Senior Partner in Bain’s Customer practice. She is one of Bain’s foremost experts on the Net Promoter System and Customer Loyalty. She is based in Boston.


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What Others Are Saying


Reichheld is a true pioneer in his field . . . his practical ideas earn a high Net Promoter Score.

Adam Grant, New York Times–bestselling author, Think Again

This book is fantastic! Net Promoter is more relevant than ever in the digital world.

Brad Olson, Chief Business Officer, Peloton

[Reichheld’s] most important work to date. It proves that the primary purpose guiding all great organizations is to enrich the lives of customers.

John Donahoe, CEO, Nike

This book shows how NPS provides companies with both a moral compass and a powerful tool for success.

Zeynep Ton, professor, MIT Sloan School of Management; author, The Good Jobs Strategy

Customer Love Quiz

Learn how customer-centric your organization is today and receive practical suggestions for how to move forward on the path.

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More From the Bain Library

More From the Bain Library

Winning on Purpose is the latest in 25 years of critically acclaimed books about loyalty

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Workshops & Speaking Engagements

Workshops & Speaking Engagements

Authors of our books conduct a limited number of senior executive workshops each year and are available for individual speaking engagements.

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Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld. Net Promoter ScoreSM and Net Promoter SystemSM are service marks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld.

Lead with Love
Lead with Love