Summary of Evergreen

Looking for the book?
We have the summary! Get the key insights in just 10 minutes.

Evergreen book summary


8 Overall

8 Applicability

8 Innovation

8 Style


Most companies do everything backward in marketing and sales. They put 90% of their efforts into searching for new customers. Noah Fleming, the “Customer Retention Guy,” explains why you should focus instead on current clients – the folks who keep the lights on and the profits flowing. Fleming explains how to transition from “how-do-we-get-more-new-customers” to “how-do-we-better-care-for-our-existing-customers.” He offers practical tips on developing customer-loyalty programs and improving client-related service. getAbstract recommends this useful manual to the owners of small and midsize businesses, sales and service professionals, and marketing executives.

In this summary, you will learn

  • Why your company should focus more on keeping old customers than on acquiring new ones;
  • How to use the “three C’s” of “character, community and content”;
  • How to exploit customer archetypes;
  • How to organize customer-loyalty programs; and
  • How to woo back former customers.

About the Author

Noah Fleming blogs for Fast Company magazine and contributes to The Globe and Mail. He is a thought leader in strategic marketing and customer loyalty.



The Corporate Forest
Over the long term, successful companies resemble evergreen trees. Their customers are like the needles the trees hold throughout the seasons. These firms enjoy engaged, enduring customer relationships. In contrast, some 40% of companies are similar to deciduous trees...

Comment on this summary

  • Avatar
  • Avatar
    Doris Davis 2 years ago
    Great takeaways. Evergreen marketing equilibrium, shift to 3C's paradigm, segmentation into key archetypes, loyalty ladder, service and reactivation. We take many things for granted in these relationships. Thank you for Reminders of these strong Continuous loop principles
  • Avatar
    Simon Guerin 2 years ago
    A lot of really excellent points summarised in a clear concise manner. Great work!
  • Avatar
    Neethi Mohan 2 years ago
    Real good. Short and effective
    • Avatar
      Noah Fleming 2 years ago
      Glad you enjoyed it!

More on this topic

By the same author

Contained in Knowledge Pack:

  • Knowledge Pack
    Customer Retention
    Build the best business asset of all: loyal, happy customers and keep them coming back.

Customers who read this summary also read

More by category