About

The word did not exist. The need did.

Remattering began as a conversation between two researchers, and partners in life, about a pattern they kept seeing in the people around them: accomplished people who had everything by every visible measure, and still didn't feel like they mattered. Existing language had a word for losing your fire. It had no word for getting it back. So they made one.

The Authors

Lerzan Aksoy and Timothy Keiningham

Lerzan Aksoy

Lerzan Aksoy

Dean, Gabelli School of Business, Fordham University

Lerzan Aksoy is Dean of Fordham University's Gabelli School of Business and one of the world's most influential scholars of customer loyalty, service, and the ways organizations create genuine social value. She is the recipient of the American Marketing Association's Christopher Lovelock Career Contributions Award, the highest honor in service marketing, and a Fulbright scholar. She served as President of the AMA Academic Council from 2024 to 2025.

She is co-author of the New York Times bestseller The Wallet Allocation Rule and four other books on customer loyalty, and her research has appeared in the Harvard Business Review, MIT Sloan Management Review, and Journal of Marketing.

Timothy Keiningham

Timothy Keiningham

J. Donald Kennedy Endowed Chair in E-Commerce, Tobin College of Business, St. John's University

Timothy Keiningham is Professor of Marketing and the J. Donald Kennedy Endowed Chair in E-Commerce at St. John's University's Peter J. Tobin College of Business. Before academia, he spent 17 years in industry, rising to Global Chief Strategy Officer of Ipsos, one of the world's largest research firms. He is also a recipient of the AMA's Christopher Lovelock Career Contributions Award and was named one of the Top 50 Undergraduate Business Professors in the United States by Poets & Quants.

He is among the top one percent of cited scholars in business and management worldwide, and the author of nine books, including the New York Times bestseller The Wallet Allocation Rule.

Why This Work

Twenty years of research, one question underneath all of it.

Lerzan and Tim have spent more than two decades studying loyalty: what produces it, what erodes it, and why it predicts whether a life goes well. That research kept pointing to the same underlying pattern, in the people they studied and in their own lives: the ones who thrive are the ones who still matter to somebody, and know it. Remattering is what happens when you turn that pattern toward your own life, on purpose.

It is the culmination of everything they have studied together, and the book they consider their most important.

Work with Lerzan and Tim Discover the book