The Ultimate Question 2.0

The Ultimate Question 2.0 is now available! Learn more

Book-related video

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Author Q&A: Why we rewrote The Ultimate Question

Net Promoter Trailblazer videos

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Entries in TUQ2 (3)


Looking for The Ultimate Question 2.0 in another language?

Harvard Business Review Press published The Ultimate Question 2.0 in English in September 2011. Within a few weeks, it had become a New York Times and Wall Street Journal business best seller. Over the last several months, translations have been published in a few other languages.

Here are some links to the book on sale in several languages: 

The Chinese version should be published later this year. As always, you can learn more at the official book website,


Shooting videos for the new book

Fred Reichheld and I spent a full day shooting dialogue and voice-overs for a series of videos we're creating to accompany the new book. It was a really long day, but I enjoyed it. I always love spending time talking with Fred about customer loyalty, loyalty leaders, and how the Net Promoter system helps leaders drive culture change. The big problem wasn't finding enough to say during the eight hours of shooting. Instead, it was getting me and Fred to stop talking so the crew could change batteries or memory cards!

Among the videos we have in the pipeline: 

  • Net Promoter Trailblazers -- four to eight minute videos describing the culture of loyalty-leading companies and how the Net Promoter system has helped them achieve their goals. These are really highly produced and very cool
  • Book highlights -- Fred and I talking about what's new in The Ultimate Question 2.0
  • Inspiring company stories -- Fred and I discussing some of the more inspiring companies we've worked with or run across and why we admire them

The crew who set up and shot the videos was super professional and made the day a real pleasure. Quite a "star" experience all around!

We'll be pulling these and others together over the next few months.

Here are some photos from the day.

Fred Reichheld recording voiceover for one of the TrailblazersFred and Rob discussing the new bookRob Markey recording narrative for a Net Promoter Trailblazers video


Our book site is now up! Check it out

Fred Reichheld and I have been working hard to get The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World ready for publication. It will be in the stores in September.

In the meantime, you can find a rudimentary version of the book's web site at As of today, you can find several resources there:

  • Net Promoter Trailblazers videosRecent blog posts by me and Fred
  • A downloadable PDF of the first chapter, which explains what's in the new book
  • Video trailers for our new Net Promoter Trailblazer videos (4-8 minute videos about real loyalty leaders)
  • The ability to pre-order copies of the book, including customization options

Let us know what you think. Do you like the site? Watch here (and there) for more info about what's coming.

We'll be updating the site little by little over the next few months with more about the book, why we wrote it, the Net Promoter system and what's going on in the Net Promoter community.