The maître d’ had worked at the same restaurant for thirteen years and was ready for a change.
He wanted to do work he was passionate about and decided to start a dog walking business—knowing that in order to succeed he needed to send a signal to prospective customers about how much their pets mattered.

His goal was to make people believe: ‘If this man is walking our dog, and there’s some sort of major disaster, he’s going to survive. He’s going to fish for those dogs. He’s going to build a bunker and shelter those dogs until it’s safe to bring them home.’

The marketing didn’t start with his story. It started with theirs.

The way to make people care is by first understanding what they care about.
Then you can tell the story you know they want to hear.

Image by Franklin Heijnen