In return for its nearly $5 billion investment, Saturn gave GM an OK small car and a world-class retail operating system. Predating social media by almost two decades, Saturn and its retail experience built a community of brand enthusiasts in a way that had rarely been seen before. The Customer Focus Academy was an effort to repeat this within the context of the much larger Chevrolet brand. We marketed the Academy and its key concept of Customer Enthusiasm to Chevy dealers to gain buy-in and engage them in a series of training and consulting interventions designed to elevate the customer experience forever, for the better.