Marketers gaze in envy at brands like Apple. The firm that began with the Mac has turned their customers into legions of fanatical evangelists. But, without a Steve Jobs at the helm, or with fewer resources than Apple, is building that kind of loyalty possible? I’ve got good news: while having a visionary and charismatic CEO is a big plus, it isn’t necessary to build a fan base, or even a fanatic base. One big secret of Apple’s success lies in an experiment conducted 40 years ago.