In 2013 Josh Forstot and Drew Lewis created The Loyalty Experiment in preparation for a Core Conversation about loyalty at South By Southwest in 2014. Realizing the need to redefine loyalty in today’s market of preconditioned rewards based on an act/react/purchase model that’s quickly creating a paradox for brands trying to hold on to their dwindling loyal customers. Josh and Drew decided that collectively we can make a change. By creating a portal or hub where people could discuss loyalty and learn by example and thought leadership.