QUESTION – how do I maximise repeat business and referral rates? THOUGHT – be remarkable There is a fun little book called Purple Cow, written by Seth Godin. The premise of the book is summarised in the following tale. You and your family are travelling through the countryside, and you see a brown cow in […]

QUESTION – how do I maximise repeat business and referral rates? THOUGHT – be remarkable There is a fun little book called Purple Cow, written by Seth Godin. The premise of the book is summarised in the following tale. You and your family are travelling through the countryside, and you see a brown cow in a paddock. Do you tell the family? Of course not, they have seen many a brown cow. Then you see a black cow – and again you don’t tell the family. Black cows are ubiquitous. Then you see a bright purple cow. Do you tell the family? Of-course you do, because a purple cow is remarkable. In a speech on this same topic, Godin suggested that – ‘nobody recommends a mediocre restaurant’. The inference here is that while we might go to a mediocre restaurant once or twice because it is cheap, or even regularly…