What if you could predict how millions of customers would behave before your loyalty programme even launched? In this episode of Loyalty Unlocked, we explore why enrolment isn’t random — it’s remarkably consistent. From Galton’s bead box to Rogers’ Diffusion of Innovation and the predictive power of NBD-Dirichlet, we break down the behavioural science behind loyalty adoption. You’ll hear how the 4–40–400 Rule has shaped some of the world’s biggest launches, including yuu Rewards, and how you can use it to estimate not just when customers will join — but how many. Because when you understand the crowd, you don’t need to guess.