Elevate with Robert Glazer Elevate Classics: Brittany Hodak On Creating Superfans
Mar 31, 2026
Brittany Hodak, award-winning entrepreneur and author of Creating Superfans, helps brands turn customers into passionate fans. She shares stories from music and retail, explains why storytelling and emotional service beat apathy, and breaks down how post-purchase moments, employee mindset, and referral tracking build lasting loyalty.
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Fandom Is A Two-Way Street
- Artists who actively invest in knowing and engaging fans create stronger long-term reciprocity from those fans.
- Brittany found this pattern across dozens of cases and asked whether the same two-way fandom applies to brands beyond music.
Measure Advocacy Over Acquisition
- Track advocacy, not just acquisition or retention, by measuring what percentage of new customers come from referrals.
- Use employee referrals similarly as a health metric for recruiting and cultural advocacy.
NPS Is A Hypothetical Signal
- Net Promoter Score is hypothetical and limited because it asks about future intent rather than measuring actual referral-driven business today.
- It's more valuable to know the real percent of sales that came from referrals now.
