Fandom isn’t just for actors, athletes, musicians, and authors anymore. It can be rocket fuel for any business or nonprofit that chooses to focus on inspiring and nurturing true fans. Fandom spans generations and subject matter to bind individuals together in excitement, purpose, and buying power. No matter who you’re dealing with, understanding fandom is the cornerstone to success.

In this video, HubSpot CEO Brian Halligan and business strategist David Meerman Scott discuss how fandom brought them together.