Stickology: How to Build Unbreakable Connections with Employees and Customers for Life

“Stakeholder disengagement is a critical problem facing all organizations. Stickology offers practical, case-based models on how brands successfully align values, culture, and strategy to engage employees and customers in lasting, meaningful ways. I highly recommend this book to anyone tasked with stewarding a brand and the people who deliver on that promise.”
- Tom Reno, Chief Operating and Financial Officer, New York Public Radio

“Stickology offers a smart, balanced look at what truly drives lasting engagement—from both the employee and customer perspective. I especially appreciated the contrasting case studies and the reminder that there’s no single ‘right’ approach—just the importance of being intentional and transparent. As we always said, the customer experience will never exceed the employee experience—and this book brings that truth to life.”
- Rob Lauber, Former Chief Learning Officer, McDonald’s

I thoroughly enjoyed Stickology and couldn’t agree more that engagement is a hard skill, not a soft skill. It’s a vital, measurable driver of performance, and a critical factor in building not just a high-functioning workforce, but a loyal, enthusiastic, and enduring client base.
- Jared DiPalma, Chief Financial Officer, Dow Jones

In a world more connected than ever, why do so many people and organizations feel so profoundly disconnected? Businesses are losing trillions annually to employee and customer disengagement, and traditional loyalty is eroding across nearly every industry. The old models of engagement are failing, and the gap between connection and commitment is growing wider.

For years, Stephen Baer has studied this "engagement deficit". He's asked: Are there companies that defy this trend and build lasting relationships? And if so, what are the universal distinguishing characteristics that allow an organization to move beyond mere transactions and create meaningful, lifelong engagement?. Using a new framework for engagement, Baer has identified a set of elite organizations that have mastered the art of building "forever engagement". These companies create powerful emotional connections that sustain loyalty through crises, market shifts, and competitive threats. Their employees are more productive, and their customers generate extraordinary advocacy.

What readers will take away

Purpose-Driven Decision-Making
The book teaches you how to move beyond a mission statement and integrate purpose into daily operational decisions. The "Purpose-Alignment Audit" provides a practical framework for analyzing how well your decisions reflect your stated values.

Community Building
You'll learn to see community as a core part of your business model, not just a bonus. The "Community Connection Inventory" helps you map your community ecosystem and identify opportunities to foster a sense of belonging among customers and employees.

Friction and Experience Design
You'll learn to distinguish between "good" friction and "bad" friction in a customer journey. The "Meaningful Friction Audit" teaches you how to find the right balance between convenience and connection, transforming transactional experiences into memorable ones.

Systematic Recognition
The book provides tools to help you move beyond periodic gestures and build a systematic recognition culture. The "Recognition Architecture Audit" helps you identify gaps in your current recognition practices and ensure all contributions are seen and valued.

Organizational Adaptation
You'll gain skills to help your organization evolve with changing markets and user needs. The "Adaptive Infrastructure Assessment" guides you in analyzing how your organization handles challenges and turns them into opportunities for meaningful evolution.

Stephen Baer is the Co-Founder and Managing Partner of Engagency, a firm built on his core belief that human engagement is the engine of business performance. He leads a team of behavioral experts who help organizations build meaningful, measurable connections with their workforce and customers.With a 30-year career focused on the science of connection, motivation, and activation, Stephen brings a rare blend of behavioral insight, creativity, and operational discipline. He previously co-founded and led The Game Agency, a learning and engagement company acquired by ELB Learning, and held sales and marketing leadership roles at Atari and General Electric, where he earned Six Sigma Black Belt Certification and received GE's Global Marketing Excellence Award.Stephen has served on the Board of ELB Learning and the Advisory Board of the Life Sciences Trainers & Educators Network (LTEN), and contributed to the Forbes Human Resources Council for six years, sharing insights on engagement and organizational growth.The author of Stickology: How to Build Unbreakable Connections with Employees and Customers for Life, and two children's books (Catastrophe in the City and The Doghouse), Stephen holds a BA from Oberlin College and an MBA from Columbia University.