Yes, you should buy it. But you should also know what you're signing up for — because Endless Customers is a remarkable book that covers, in one hardback, the ground a team of coaches usually covers with a business over 18 months. Here's my review as one of Marcus's certified coaches, with an honest view on who should read it, and who might want some help.
Quick Summary
- The book: Endless Customers by Marcus Sheridan, published April 2025. The successor to the iconic They Ask You Answer
- Who wrote it: Marcus Sheridan — former swimming pool salesman turned one of the most respected voices in modern business content strategy
- What it is: A mature, updated framework for building a business that gets found, trusted, and chosen in the age of AI
- Do you need to have read the original? No. Endless Customers stands alone, and in some ways is the better starting point for experienced business readers
- My honest caveat: The principles are simple. Applying them across a real business is not. More on that below
- My role: Certified Coach for the Endless Customers framework, working directly with Marcus and his team at Impact
Nick's Notes
If you only remember four things from this article, remember these.
1. The book is excellent and worth buying. Full stop
2. The framework is simple but the implementation is genuinely hard — most businesses benefit from help
3. If you've already read They Ask You Answer, this one is still worth reading. It is genuinely updated, not a rebadge
4. If you're panicking about implementation, reach out to me. I mean that
First: The One Thing I Want To Say Right Up Front
The theory of Endless Customers is simple. That does not make it easy.
This book covers the ground that a team of expert coaches cover with a business over 18 months. It is a huge amount of mindset shift, knowledge shift, and tool learning. I genuinely believe this book can be intimidating if you try to read it all cover to cover and implement everything immediately.
Two pieces of advice before you even open it:
- Take it slowly. Bit by bit. The framework is built to be implemented over quarters, not weekends
- Get help if you need it. A coach, a peer, a community
If you are someone reading this review who is trying to implement Endless Customers, you are panicking, and you do not have the budget for coaching — reach out to me. I will happily jump on a Zoom to help you unblock whatever is in the way. I mean this genuinely. I am a coach because I love the work, not because I love the invoicing.
Get in touch via the contact page →
My Quick Review
Marcus Sheridan is one of those rare business authors whose ideas genuinely change businesses. I have watched it happen. They Ask You Answer, his original book, still sells more copies every year — almost unheard of for a business book — because the ideas work.
Endless Customers is the evolution. Same core principles, updated for an age where AI is rewriting the rules of search and buyer behaviour. It went straight onto bestseller lists in April 2025, and deservedly so.
For fans of They Ask You Answer, this book is a calming, grounded voice in a sea of noisy AI evangelism. It does not tell you to throw everything out and start again. It shows you how the big principles still apply, why copy-and-paste AI content will not win you anything, and how to adapt what works to the tools you now have available.
For readers new to Marcus, Endless Customers is a more formal, mature business framework than They Ask You Answer. Less inspiration, more roadmap.
The businesses that win the next decade will not be the ones with the best AI tools or the biggest budgets. They will be the ones who think differently about trust, transparency, and customer relationships.
— Marcus Sheridan, Endless Customers
Should You Read This One, or They Ask You Answer First?
Quick Answer: It depends on you. If you're a small business owner short on time, start with They Ask You Answer — it is more accessible and more inspirational. If you run a more corporate business or you've been doing marketing for years, Endless Customers is the better choice. Both end up in the same place.
This is a genuine question I am asked often. When I meet prospective coaching clients, I sometimes recommend They Ask You Answer first. My judgement is based on where they are — in their business, in their knowledge, in the amount of time they have.
They Ask You Answer is remarkably accessible. Any business owner can read it and feel fired up. The Marcus backstory — from almost-bankrupt swimming pool owner to business author — is a genuine hook.
But Marcus told me himself that the backstory ended up being a double-edged sword. The story was so powerful it actually got in the way of the framework — people struggled to imagine it applying to anything other than a pool company.
Endless Customers solves that by stepping back from the personal story and presenting the framework as a mature, universal business system. For a leadership team used to consuming serious business material, or for experienced marketers wanting to understand the impact of AI on all of this, Endless Customers is the better starting point.
What's genuinely new
- It is a more mature business framework. More detailed, more structured, more roadmap-like
- Social media gets much more attention. When Marcus wrote They Ask You Answer, social media was still finding its feet. Now it is central
- AI is throughout. Not as a bolt-on but woven through how content, sales, and technology now interact
- Everything technological has been dialled up to reflect the changes of the last decade
The Four Pillars of a Known and Trusted Brand
At the heart of the book are the Four Pillars. These became the operating principles for how businesses win trust in the modern era:
- Say what others are not willing to say
- Show what others are not willing to show
- Sell in ways others are not willing to sell
- Be more human than others are willing to be
Nick's Notes: The test is simple. For any piece of content you are about to publish, ask yourself one question: will this induce more trust? If the answer is yes, publish. If no, rework it. That is the whole framework in a sentence.
The Big 5: The Content Topics That Actually Work
Marcus argues that five content topics drive the vast majority of business-winning traffic and trust. They are:
Cost and Price
The most important topic, and the one most businesses run from.
Marcus's own story is the ultimate case study. A single article explaining how much a fibreglass pool costs saved his company from bankruptcy and has now generated over $35 million in sales.
Nick's Notes: You may be scared to talk about price on your website. It's fine to be scared. It's not fine to let the fear stop you. There are safe, professional ways to discuss price that protect your business and serve your buyers. Most of my coaching clients overcome this block in the first few months. It is simple. That does not make it easy.
Problems
Every industry has problems. The businesses that openly address them win trust. The ones that hide them lose it.
Sheffield Metals published an article about the real problems with metal roofing. It has now been read over a million times and its companion video has been watched nearly half a million times on YouTube. Their business has transformed.
Nick's Notes: If you've ever skipped straight to the negative reviews of a product you were considering, you understand exactly why this works. Smart buyers want to know the problems upfront. Treat them as smart buyers.
Versus and Comparisons
Why force buyers to leave your site to compare you against competitors? Do the comparison for them, honestly and openly.
RetroFoam tackled every comparison question potential customers had. Their reward: a 2,942% lead increase and doubled revenue.
Nick's Notes: Valid comparisons help the right-fit buyer self-select into your business — and help the wrong-fit buyer politely leave. That's a win on both sides.
Reviews
Independent, third-party proof. The single most powerful trust signal you have.
Nick's Notes: This is without doubt the most overlooked but vital part of an online content programme. The first step is simply gathering reviews from every client you serve. This is a core service we offer — see our AI review automation service .
Best in Class
"Best X in Y" articles — done honestly, even when you include competitors — are doing extraordinary work right now, particularly in the age of AI.
One of Marcus's own clients published an article targeting "Best Pool Builders in Richmond Virginia." That one article has now generated over $1 million in revenue and ranks for several of their competitors' keywords.
Nick's Notes: "Best of" articles are increasingly being sampled and quoted by AI search engines. If you want to be recommended by ChatGPT, Perplexity, or Google AI Overviews — publish a genuinely useful "best of" article in your niche.
I'm a Certified Coach for This Framework
I am one of approximately 37 Endless Customers Certified Coaches worldwide, trained directly by Marcus Sheridan and his team at Impact. You can see my listing on Marcus's own website here:
👉 Nick Burrage — Certified Coach, Impact Plus
Case Study: Katherine Brown Curtains and Blinds
It is easy to read Marcus's case studies — Yale Appliance going from $37 million to $100 million, RetroFoam's 2,942% lead growth, River Pools' $35 million article — and think this only works for big American businesses.
It does not. Let me tell you about Katherine Brown.
Katherine runs Katherine Brown Curtains and Blinds in London. She started with one part-time assistant. She committed to the framework. She did the work.
Over the programme her revenue doubled from £600,000 to £1.4 million. That alone would be a lovely story.
But there's something else. Katherine is now an AI top pick for her region of London. If you ask ChatGPT, Perplexity, or Claude about high-end curtains and blinds services in her area, they have a solid understanding of what she does and regularly recommend her.
And here's what landed for me recently: ChatGPT has overtaken Pinterest as a referral source for her business.
For context, Pinterest is a very important platform for her industry — high-end home improvement and premium design. It's all about the beautiful visual, the planning of the project. For ChatGPT to have overtaken it as a referral source is a genuinely big deal. It tells you where the next decade of search is going.
Nick's Notes: Marcus's big American case studies are impressive. Katherine's small British one is, in some ways, more useful — because it proves the framework applies at every scale, in every country, in every niche.
Honest Limitations
This book is not a silver bullet. The principles are simple. Implementing them across a real business is genuinely hard. Expect to feel overwhelmed at various points in the first few months.
This book is not a quick read if you actually apply it. You can read it in a weekend. You'll be applying it for years.
This book will not hold your hand. It is a roadmap, not a walkthrough. If you need a walkthrough, a coach is the answer. If you cannot afford one, the book is still worth buying — just take it slow.
The AI advice in the book is strong but the world moves quickly. Marcus published in April 2025. Some specifics around AI platforms will have evolved since — though the underlying principles will hold.
It is not for everyone. If your business is transactional, low-touch, and your customers never research before buying, the framework will still apply but the payoff will be smaller.
Who Should Actually Buy This Book?
- Business owners who want to grow and are willing to learn
- Marketing leaders whose content strategy is not working
- Sales teams tired of conversations that go nowhere
- Anyone who has been burned by a marketing agency and wants to understand the space properly
- Leadership teams considering bringing content in-house
- Anyone who has already read They Ask You Answer and wants the AI-age update
- Coaches and consultants who work with businesses on growth
It is, I would argue, the most important business book of 2025. And it will still be worth reading in 2030.
FAQ
Do I need to have read They Ask You Answer first?
No. Endless Customers stands alone and in many ways is the better starting point for experienced business readers. If you're more of a beginner and want inspiration as well as framework, start with They Ask You Answer.
How long does it take to implement what the book teaches?
Most companies implement the Endless Customers System properly over 18 to 24 months, starting with a company-wide Alignment Day, then publishing their first 15 Big 5 articles and videos, and building from there. Small wins come sooner — genuine transformation takes time.
Can I implement it without a coach?
Yes, in theory. In practice, most of the businesses I've watched attempt self-implementation hit the same three walls: time, accountability, and the internal resistance to things like publishing pricing openly. A coach is not strictly required. It is what makes the difference for most businesses.
Is this just "They Ask You Answer" with a new cover?
No. It's a genuinely updated, more mature framework reflecting the world as it is in 2025 — AI in search, social media at scale, the shift from ranking pages to being recommended by AI engines. It deserves its new name.
What if I've read it and I'm stuck?
Reach out to me. I mean it. If you're genuinely trying to do this and you're panicking, I will jump on a Zoom to help you unblock. I'm a coach because I love the work.
Where can I buy it?
Anywhere books are sold. Or you can ask your local bookshop to order it in — which is what I do, because local bookshops matter.
Ready to Implement? Let's Talk.
If you've read the book, you love the framework, and you want help making it real in your business — that's exactly what we do.
We coach service businesses through the full Endless Customers System. Typical programmes run 12 to 18 months. We work in the UK and the US.
Hi, I'm Nick and I wrote this article.
This book changed how I help businesses. If it's changed how you think about yours, let's talk. I am genuinely one of 37 coaches worldwide that Marcus and his team certify, and I'd love to help you make it real in your business. No pitch on the Explore Call — just a useful conversation.
More on my page, plus an easy way to get in touch. Find me here →
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