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In Business, It’s Not the product—it's you
What keeps customers coming back isn’t just your product—it's you. The human connection you create is the most powerful marketing tactic you’ll ever have.
Whenever I meet tech founders and tell them I used to own several bars, their first reaction is almost always the same: “That’s my dream.” Owning a bar seems so romantic, doesn’t it? But it’s also one of the hardest industries out there. I’ve been through it all — I’ve owned a failed bar, the most successful one in the city, a typical pub, and even a gin-only speakeasy.
Whether it’s in a bar or a B2B startup, the principle is the same: people might show up for your product, but they’ll stay because of the way you make them feel.
In the tech industry, especially in B2B, people tend to focus on their features and benefits. Everyone thinks they’ve invented the next big thing, but most will struggle to raise funds, turn a profit, or survive beyond a few years. Some may eventually shut down or sell for scraps, while only a select few become unicorns and sell for enormous amounts.
The food and beverage industry shares some similarities. Margins are small, the products are often similar, and like startups, many businesses disappear within the first year — over 80% don’t make it to their fifth year.
