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Make Your Brand Legendary: Create Raving Fans With the Customer Experience Engine
In Make Your Brand Legendary , Scott Wozniak provides the tools every company needs to create a legendary brand with raving fans.
Apple. Harley-Davidson. Chick-fil-A. Disney. When you see or hear these names, something in us lights up. Sure, we know their product and service offerings, but a huge number of consumers have a much deeper, more profound, and even emotional connection to these businesses. These aren’t just brands; they’re legendary brands. And they don’t just have satisfied customers; they create raving fans —true believers who will buy every product, who serve as brand evangelists, who even tattoo corporate logos on their bodies, and who will fight to defend the honor and reputation of these multibillion-dollar corporations.
Why? What turns otherwise reserved people into raving fans of a computer company or chicken sandwich chain? It’s not magic. It’s not a lucky product. And it’s not something reserved for consumer brands with luxury products. For twenty years Scott and his team have been working with leaders in a wide variety of industries, from manufacturing to professional service to enterprise software. No matter the industry, some companies have gone beyond delivering a good product to delivering a great customer experience.
In Make Your Brand Legendary , Scott Wozniak leverages his decades of brand-building experience within some of America’s most-loved companies to show you how to create world-class customer experience. After years of battle-tested work, Scott realized that there was a set of systems that all the great brands used to create raving fans. He captured these practices in an engine diagram, a simple tool to help leaders become legends. If you use this approach, you can build a Customer Experience Engine that will create those same kinds of raving fans that always seem to dominate dinner-party conversations and water-cooler chats. Only this time, they’ll be talking about your business.
Apple. Harley-Davidson. Chick-fil-A. Disney. When you see or hear these names, something in us lights up. Sure, we know their product and service offerings, but a huge number of consumers have a much deeper, more profound, and even emotional connection to these businesses. These aren’t just brands; they’re legendary brands. And they don’t just have satisfied customers; they create raving fans —true believers who will buy every product, who serve as brand evangelists, who even tattoo corporate logos on their bodies, and who will fight to defend the honor and reputation of these multibillion-dollar corporations.
Why? What turns otherwise reserved people into raving fans of a computer company or chicken sandwich chain? It’s not magic. It’s not a lucky product. And it’s not something reserved for consumer brands with luxury products. For twenty years Scott and his team have been working with leaders in a wide variety of industries, from manufacturing to professional service to enterprise software. No matter the industry, some companies have gone beyond delivering a good product to delivering a great customer experience.
In Make Your Brand Legendary , Scott Wozniak leverages his decades of brand-building experience within some of America’s most-loved companies to show you how to create world-class customer experience. After years of battle-tested work, Scott realized that there was a set of systems that all the great brands used to create raving fans. He captured these practices in an engine diagram, a simple tool to help leaders become legends. If you use this approach, you can build a Customer Experience Engine that will create those same kinds of raving fans that always seem to dominate dinner-party conversations and water-cooler chats. Only this time, they’ll be talking about your business.
- GenresBusinessLeadership
224 pages, Hardcover
Published October 10, 2023
1 person is currently reading
33 people want to read
About the author
Scott Wozniak
7 books97 followersScott Wozniak, CEO of Swoz Consulting, has helped leaders on six continents create high performance organizations, whether that’s through better innovation, customer experience, or just accelerating their personal growth. He has started four organizations (two non-profit and two for-profit), written two books. A highlight of that time was eight years working at the Chick-fil-A headquarters, working directly with their senior leaders to set strategy and develop leaders, then delivering programs to make the change actually happen. He’s worked with senior leaders at multi-billion dollar global companies, city governments, churches, software start-ups, and universities. More of his journey can be found on his blog at www.ScottWozniak.com, if you're curious.
But if you want to know what he's really like: an extroverted people-person (he grew up performing on stages--the larger the crowd the better) who craves hours alone to read and think (he reads 3-4 books at all times), a card-carrying nerd (attended a Star Wars convention--dressed as Jedi, of course) who loves extreme sports (skydiving, scuba, black diamond skiing, etc), and a highly competitive man who believes that the best life is one lived in quiet service to others. Only Jesus, who is his close friend as well as Lord, makes all of that work! Plus, his wife is extremely patient and somehow finds his quirks charming rather than annoying.
But if you want to know what he's really like: an extroverted people-person (he grew up performing on stages--the larger the crowd the better) who craves hours alone to read and think (he reads 3-4 books at all times), a card-carrying nerd (attended a Star Wars convention--dressed as Jedi, of course) who loves extreme sports (skydiving, scuba, black diamond skiing, etc), and a highly competitive man who believes that the best life is one lived in quiet service to others. Only Jesus, who is his close friend as well as Lord, makes all of that work! Plus, his wife is extremely patient and somehow finds his quirks charming rather than annoying.
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Displaying 1 - 11 of 11 reviews
November 3, 2025
Omg…. This book is incredible. I listened to the audiobook and bought the paperback to go back to. I tried one of the ideas, throwing a party for my tribe (The Engleverse) and not only was it a blast, but they want one every quarter AND it brought in two large client purchases I never expected! You must read this book if you are building a brand!
October 10, 2023
I’m not a big fan of branding in general so I was surprised and pleased to see the author focus on things like operational excellence, customer insights and healthy leadership. The brand comes from customers experiencing a great company.
October 11, 2023
This is one of my new favorite business transformation / leadership books that I have read in the past several years. Scott Wozniak has been writing and speaking on these topics for years, and I have read several other of his books. While they were good, this book goes to another level of excellence as it pulls together the best concepts, best stories and best strategies into a cohesive framework that business leaders and employees would be able to understand. The overall book is great, but there are several callouts which I found especially helpful.
- The chapter on Customer Insights / Data is very helpful for businesses both large and small. This is an area that is often brushed over, and yet in an age of increased data availability and data analytics, this topic is often a matter of table stakes.
- The chapter on Operational Excellence was so good that it could have been a book unto itself. In it, Wozniak presents 8 "levers" to work on, and while all of them are good, several are stellar insights. I particularly found the levers of "Hire with Excellence", "Define It", and "Narrow Your Focus" to be great insights with applicable next steps.
- The way that Wozniak relates the separate portions of the Customer Experience Engine to each other is intuitive and really helpful. These chapters not only work on their own but the explanation on how they depend on each other and power each other is a principle that could impact a lot of change.
Overall, I am really glad that I read this book, and I am looking forward to the practical ways that I can improve both my daily practices and my interactions with my teams. Businesses of all sizes would benefit from reading this book and implementing their own Customer Experience Engine. It just might make your business and your brand legendary.
- The chapter on Customer Insights / Data is very helpful for businesses both large and small. This is an area that is often brushed over, and yet in an age of increased data availability and data analytics, this topic is often a matter of table stakes.
- The chapter on Operational Excellence was so good that it could have been a book unto itself. In it, Wozniak presents 8 "levers" to work on, and while all of them are good, several are stellar insights. I particularly found the levers of "Hire with Excellence", "Define It", and "Narrow Your Focus" to be great insights with applicable next steps.
- The way that Wozniak relates the separate portions of the Customer Experience Engine to each other is intuitive and really helpful. These chapters not only work on their own but the explanation on how they depend on each other and power each other is a principle that could impact a lot of change.
Overall, I am really glad that I read this book, and I am looking forward to the practical ways that I can improve both my daily practices and my interactions with my teams. Businesses of all sizes would benefit from reading this book and implementing their own Customer Experience Engine. It just might make your business and your brand legendary.
October 30, 2023
A book written by a good friend of mine that I found to be an excellent masterclass on all things business!
I say business because understanding your customer and the idea of building raving fans is what I'll call a meta-concept that transcends all areas of a company. It's not just the sales team, or the operations team; it's everyone who should be thinking about this. I really appreciate Wozniak's holistic stance on the process and mechanics of building healthy customers. This includes everything from doin your research to really understand your customer, to focusing on executing the small things in your business with excellence, all the way to having a healthy leadership team. These are obviously some huge subjects, and this is not a big book, so Wozniak does a fantastic job condensing points down to just the right amount to comprehend and leave with a succinct direction.
Definitely recommend!
I say business because understanding your customer and the idea of building raving fans is what I'll call a meta-concept that transcends all areas of a company. It's not just the sales team, or the operations team; it's everyone who should be thinking about this. I really appreciate Wozniak's holistic stance on the process and mechanics of building healthy customers. This includes everything from doin your research to really understand your customer, to focusing on executing the small things in your business with excellence, all the way to having a healthy leadership team. These are obviously some huge subjects, and this is not a big book, so Wozniak does a fantastic job condensing points down to just the right amount to comprehend and leave with a succinct direction.
Definitely recommend!
October 12, 2023
Scott does a stellar job at validating the success of this model. From real world experiences that traverse a broad scope of industries to his own personal results.
Do you know what ethnography is? I didn’t, but do now.
Follow the model. Create memorable moments. It’ll drive results. By the way we’re Chewy fans in our household.
I was an Executive Coach for many years. No doubt I would have added this strategy at every level for clients to implement the “Engine”.
Do you know what ethnography is? I didn’t, but do now.
Follow the model. Create memorable moments. It’ll drive results. By the way we’re Chewy fans in our household.
I was an Executive Coach for many years. No doubt I would have added this strategy at every level for clients to implement the “Engine”.
November 11, 2023
In the vast landscape of brand-building literature, Make Your Brand Legendary emerges as a compelling guide for organizations keen to establish a formidable brand presence. The central thesis revolves around creating a brand and building one that evokes fervor and emotional resonance among its patrons.
Author Scott Wozniak brilliantly underscores the idea that today's brands don't just thrive on transactions but thrive on forging deep emotional bonds. Rather than advocating for brute effort, Wozniak pushes the ethos of working intelligently to cultivate customers who are more accessible to engage with and more profitable.
Wozniak's lucid and dynamic writing style facilitates an effortless journey through the book's concepts. Starting with the foundational understanding of what defines a legendary brand, he progresses seamlessly into practical applications and insights. He crafts an interactive and introspective reading experience by prompting readers to reflect on their favorite brands.
What sets this book apart is its inclusivity. It extends its wisdom to commercial enterprises, non-profits, and mission-driven entities, signifying the universality of the principles it champions. With examples ranging from titans like Apple to the more unassuming gas stations and eateries, Wozniak demonstrates that creating a legendary brand isn't restricted to a particular industry or necessitates boundless resources.
The book's narrative masterfully intertwines rich storytelling with actionable takeaways. Wozniak's authority on the subject shines through, ensuring that readers, whether business professionals or those steering non-profits, find value in his insights.
Make Your Brand Legendary is more than just a book; it's a roadmap for transforming the ordinary into the extraordinary in the realm of branding. Wozniak's offering is a crisp, cogent, and captivating guide. This book promises to be an invaluable asset for those aspiring to elevate their brand to iconic status.
Author Scott Wozniak brilliantly underscores the idea that today's brands don't just thrive on transactions but thrive on forging deep emotional bonds. Rather than advocating for brute effort, Wozniak pushes the ethos of working intelligently to cultivate customers who are more accessible to engage with and more profitable.
Wozniak's lucid and dynamic writing style facilitates an effortless journey through the book's concepts. Starting with the foundational understanding of what defines a legendary brand, he progresses seamlessly into practical applications and insights. He crafts an interactive and introspective reading experience by prompting readers to reflect on their favorite brands.
What sets this book apart is its inclusivity. It extends its wisdom to commercial enterprises, non-profits, and mission-driven entities, signifying the universality of the principles it champions. With examples ranging from titans like Apple to the more unassuming gas stations and eateries, Wozniak demonstrates that creating a legendary brand isn't restricted to a particular industry or necessitates boundless resources.
The book's narrative masterfully intertwines rich storytelling with actionable takeaways. Wozniak's authority on the subject shines through, ensuring that readers, whether business professionals or those steering non-profits, find value in his insights.
Make Your Brand Legendary is more than just a book; it's a roadmap for transforming the ordinary into the extraordinary in the realm of branding. Wozniak's offering is a crisp, cogent, and captivating guide. This book promises to be an invaluable asset for those aspiring to elevate their brand to iconic status.
October 20, 2023
EXCELLENT! - but NOT a quick fix NOR a Band-Aid
Book Review: Make Your Brand Legendary by Scott Wozniak
I really enjoyed learning the principles in Scott Wozniak's book "Make Your Brand Legendary" and hope to implement them moving forward.
Wozniak's book is a must-read for anyone who wants to create a legendary brand. He provides a number of practical and actionable insights.
I particularly appreciate Wozniak's emphasis on understanding the customer. When we focus on the customer and their needs, we are more likely to create a positive experience that will keep them coming back for more.
Here are a few one liners that I really liked:
"Bury me in my white belt."
"The best way to starve a dog is to assign five people to feed it."
"You can't over deliver if you don't first under promise."
Overall, I highly recommend "Make Your Brand Legendary" to anyone who wants to learn how to create a great customer experience and build a strong brand. Wozniak's insights and advice are invaluable, especially for aspiring business owners like me.
I believe that you will find Wozniak's book to be particularly relevant. His Customer Experience Engine is a powerful tool that can be used to improve the customer experience at any company. I encourage you to read the book and learn how to implement the principles in your own career and business.
Book Review: Make Your Brand Legendary by Scott Wozniak
I really enjoyed learning the principles in Scott Wozniak's book "Make Your Brand Legendary" and hope to implement them moving forward.
Wozniak's book is a must-read for anyone who wants to create a legendary brand. He provides a number of practical and actionable insights.
I particularly appreciate Wozniak's emphasis on understanding the customer. When we focus on the customer and their needs, we are more likely to create a positive experience that will keep them coming back for more.
Here are a few one liners that I really liked:
"Bury me in my white belt."
"The best way to starve a dog is to assign five people to feed it."
"You can't over deliver if you don't first under promise."
Overall, I highly recommend "Make Your Brand Legendary" to anyone who wants to learn how to create a great customer experience and build a strong brand. Wozniak's insights and advice are invaluable, especially for aspiring business owners like me.
I believe that you will find Wozniak's book to be particularly relevant. His Customer Experience Engine is a powerful tool that can be used to improve the customer experience at any company. I encourage you to read the book and learn how to implement the principles in your own career and business.
November 13, 2023
I thoroughly enjoyed this book and found it immediately relevant to my business. Scott is an engaging storyteller and shares how he has seen this engine work in multiple industries. I currently work in manufacturing and my family owns a travel agency. These two could not feel more different, however, I can see multiple ways of applying the principals shared in this book to both organizations.
The quote I pulled from this book to post on my office whiteboard is:
"The hard truth is that being inconsistently excellent will earn you the same amount of trust as being consistently bad." p.75
This is such a great reminder to stay consistent and focused on operational excellence to support an amazing customer experience - EVERY TIME.
There are many great truths in this book that will help you think about your organization in a new way and help you make your brand legendary.
Well told and well researched, this is a great resource for anyone looking to stand above the crowd in their industry.
The quote I pulled from this book to post on my office whiteboard is:
"The hard truth is that being inconsistently excellent will earn you the same amount of trust as being consistently bad." p.75
This is such a great reminder to stay consistent and focused on operational excellence to support an amazing customer experience - EVERY TIME.
There are many great truths in this book that will help you think about your organization in a new way and help you make your brand legendary.
Well told and well researched, this is a great resource for anyone looking to stand above the crowd in their industry.
October 12, 2025
I read 10-20 books on customer service / customer experience / whatever people call this topic these days.
I give most books in this space a 1 or 2 out of 5. Here is the struggle I have with the space:
1) These books talk about things too obvious. E.x. It's important your operations are good.
2) They talk about some concept like Raving Fans w/out really giving ideas on how to do it other than just establishing were the line is.
This book is much better than most. It covers both topics better than I've seen. It still felt weak though.
I give most books in this space a 1 or 2 out of 5. Here is the struggle I have with the space:
1) These books talk about things too obvious. E.x. It's important your operations are good.
2) They talk about some concept like Raving Fans w/out really giving ideas on how to do it other than just establishing were the line is.
This book is much better than most. It covers both topics better than I've seen. It still felt weak though.
March 3, 2025
Scott does an excellent job teaching businesses how to replicate the success of great brands like Apple Chick-fil-A.
The Customer Success Engine is tried and true, and will work for any business that wants to create raving fans, have more margin, and impact more people.
Can’t recommend this book enough to business owners and leaders.
The Customer Success Engine is tried and true, and will work for any business that wants to create raving fans, have more margin, and impact more people.
Can’t recommend this book enough to business owners and leaders.
October 13, 2023
This book was 20 years in the making. It’s not a new idea. It’s a report on what actually works. If you want to be a legend, read this book.
Displaying 1 - 11 of 11 reviews