In Chapter 4 of 17 in his 2010 Capture Your Flag interview with host Erik Michielsen, customer advocacy marketing executive Alan McNab defines customer advocacy and details its marketing strategy impact. The power of a customer reference can be an indispensable marketing tool. Creating a culture of customer advocacy, where customers take a stand for a company and its product, can be a tremendous strategic asset for a company. McNab holds a BSEE in Electrical Engineering from Santa Clara University and an MBA from Trinity College in Dublin, Ireland. He has worked in various technology marketing roles at Hewlett-Packard, Cisco, Motorola, and is now Vice President, Customer Advocacy at NCR based in Dublin.