One of the simplest but most important facts about membership programs is that they are not all the same. Despite what some may think, there is no "one size fits all". Every membership program has its unique audience, demographics, benefits, and engagement philosophies that speak to the thinking, values, and interests of the group. Companies that share this viewpoint reap the rewards.

My car recently turned six, which is middle-aged in car years. It isn't young and filled with new tech features and it isn't old enough to be classic, cool and full of character. Both of those cars have dreams of long, winding road trips; my six year old car is thinking about his upcoming milestone maintenance and wondering if he should tint his windows, get new rims or perhaps try a different air freshener.