The book "Fans Not Customers," which outlines the business philosophies and strategies of Vernon Hill, founder of Commerce Bank and Metro Bank, and Chris and Natasha Ashton, founders of Petplan (USA). The text highlights the importance of creating a unique and differentiated business model, fostering a customer-centric culture, and relentlessly executing to exceed expectations. The authors believe that by embracing these principles, businesses can build a loyal customer base of "fans" who become enthusiastic advocates for the brand. The book details specific practices and strategies used by Commerce Bank, Metro Bank, and Petplan to cultivate this fervent loyalty, including personalized service, unconventional marketing, and a focus on empowering employees to prioritize customer satisfaction.