What if you only had one customer left to do business with? Maybe this was the last customer on earth?
Norman Beck—my friend and faithful reader of The Shepard Letter—and I were talking about this idea and he shared another way of looking at it. In his words, “It’s like the last gas station you’ll see for miles as you enter the desert. Maybe you stop and make sure you have a full tank of gas.” Of course, you don’t want to run out of gas in the middle of the desert! In business terms, maybe you’ll focus on making sure this customer is happy, filling the metaphorical gas tank with an excellent customer experience, so you can last—or stay in business—until you get another customer.
Let’s pretend for a moment. What if this were true? Not so much that your customer is the last on earth, but that they are the
