In one passage, the author touches on a subject I didn’t expect: loyalty marketing. It seems that before becoming a novelist, Murakami ran his own small jazz bar in Tokyo. He tells of learning the following important business lesson:
If one out of 10 enjoyed the place and said he’d come again, that was enough. If one out of 10 was a repeat customer, then the business would survive. To put it the other way, it didn’t matter if nine out of 10 didn’t like my bar. Still, I had to make sure that the one person who did like the place really liked it.
It's a point we might ponder when looking at our clients’ business or our own. Is there one customer in 10 who really likes our business? If not, how do we create them? Or if we already have them, how do we get them to spread the word to others?
Tom Rapsas, Creative Director-Writer-Strategist, firstname.lastname@example.org