> For 1,000 true fans, you probably need 10,000 customers and be exposed to 100,000 people. Because 1% conversion rate to true fans seems about right. The rule

> For 1,000 true fans, you probably need 10,000 customers and be exposed to 100,000 people. Because 1% conversion rate to true fans seems about right. The rule of thumb for email subscriber to paying customer is actually closer to 1% (compared to your 10%) which just means it's that much harder. I don't think there is a rule of thumb for "true fan" conversion, where it might be as high as 50% for something like Tesla and 1% for something like Comcast.