A book by Vladislav Dobrokhotov
The G.R.E.A.T.
Retention Book.
Strategies for Human Loyalty in an AI-Driven World
Loyalty · Retention · AdvocacyBeyond the transaction
What happens
after “yes”?
The G.R.E.A.T. Retention Book is a practical guide to what happens after the sale — the phase where loyalty is either built or quietly lost.
Drawing on behavioural psychology and real-world experience, the book explores how relationships evolve after a transaction, and why emotion determines whether customers stay, return, or advocate.
Structured around The G.R.E.A.T. Retention Method™, it shows how post-sale moments can be intentionally designed rather than left to chance — turning short-term satisfaction into long-term belief, habit, and advocacy.
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Reader perspectives
In their words.
Like a Finnish sauna, The G.R.E.A.T. Retention Book starts calmly, gets uncomfortably intense, and leaves you wondering why you ever tolerated cold customers in the first place. Built around the five-stage G.R.E.A.T. method—turning buyers into loyal advocates through carefully engineered emotional moments —it’s the rare marketing book that doesn’t just shout “sell” but mutters, “perhaps start by keeping the ones you have, yes?” If Marketing Warfare taught you how to win customers, this shows you how to stop them escaping like Finns at the first hint of small talk. Buy it—because in marketing, as in Finland, survival depends less on conquest and more on who’s still with you when the snow gets deep.
Professor Michael MainelliPresidentZ/Yen Group; London Chamber of Commerce & IndustryThe content is incredibly relevant and insightful. As Head of Sales at Scandinavian Trust, I found myself thinking that every one of my colleagues should have the opportunity to read it as well.
Jenny Lopes Da SilvaHead of SalesScandinavian TrustThe book is excellent. The language and the concepts are very clear and compelling.
T. Forcht Dagi, MD, DMedScProfessor of NeurosurgeryMayo Clinic College of Medicine and ScienceIf you want to build a valuable brand, read this book. If you think marketing is easy, don’t.
The task of marketing is to build valuable brands — with all that means in terms of competitive advantage — by first creating brand awareness, then building ongoing loyalty, and ultimately turning your customers into your ambassadors.
Rooted in behavioural analysis, this landmark book takes the reader on a journey through the emotional architecture of loyalty and then moves us towards human-centred marketing to build brand advantage.
The author offers a clearly articulated and intellectually robust analysis of how to build customer ambassadorship. More importantly, he shows how retention strategies can be designed into your systems, and how the psychology of the relationship between any product and its customers can be developed and utilised to build brand advocacy — turning marketing persuasion into brand partnership.
A must read.
Andrew Marsden
Former President
The Marketing Society
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