The Benevolent Cult of Moleskine

A confession: I'm a member. I depend on Moleskine journals and calendars for keeping track of my meetings, taking notes, writing drafts, and stowing odd bits of paper that need a home but otherwise wouldn't find one. Moleskine is my analog oasis in the midst of an increasingly chaotic digital world.

The company didn't set out to create a cult following for a unique product with an interesting story. No, people discovered Moleskine journals and told others, who became customers then found new ways to use Moleskines and then blogged about it...so you can see where this is going.

Think about your business: Do you have products, services, or stories that can cultivate the kind of buzz that outweighs any amount of corporate-led marketing?

(Tip of the hat to Church of the Customer)

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