Keeping a customer is more valuable to your business than courting one. Fred Reichheld, from Bain and Co, points out that return customers buy more products and refer more friends. Yet the majority of our marketing is devoted attracting more customers. When startup Dollar Shave Club launched in 2011, the brand had some stiff competition in…

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Humans learn to develop empathy in the first year of life. We not only learn to recognise emotional reactions in others but also to understand what’s causing those reactions. One toddler will try to comfort another who is crying—not just with any toy, but with that child’s favourite toy. We know how to stand in…

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Recognise that’s it is not your job to create marketing. It’s your job is to as Peter Drucker said, to create and keep a customer. Before Nespresso people paid for coffee by the jar or went to Starbucks. Before iTunes people waited for CDs to be released and shipped. Before Kindle we needed bookcases and…

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