In the competitive landscape of business, companies generally cater to customers who purchase their products or services. However, not all customers are equal; some companies attract loyal fans who advocate for the brand, creating a more engaged community. The distinction between customers and fans is crucial, as fans actively promote and support a company, enhancing its reputation and reach.

Yet, the most successful companies go further by building an audience. This audience represents a group of people who are not just transactional but are deeply invested in the brand's values, culture, and story. They engage regularly with the company, fostering a strong sense of belonging and commitment. According to Jason Fried in his book "ReWork," the transformation from mere customers to fans, and ultimately to an engaged audience, is a hallmark of a thriving business.