Customers are attracted to us for the same reason heroes are pulled into stories: they want to solve a problem that has, in big or small ways, disrupted their peaceful life. If we sell lawn-care products, they’re coming to us because they’re embarrassed about their lawn or they simply don’t have time to do the work. If we sell financial advice, they’re coming to us because they’re worried about their retirement plan. It may not be as dramatic or sexy as James Bond going to Q to grab the latest high-tech spy weapons, but the premise is the same: our customers are in trouble and they need help.
The Joker Club has to remind them how it felt like when they first discovered poker - it was fun, peaceful and rewarding. Before the current status of the industry disrupted that.
