A Simple, Brilliant Business Lesson from David Ogilvy

Do what’s best for the customer, even if it’s not your customer. There’s a cliche saying that, when you hear it, makes you think of romantic relationships gone awry, but with one side still hopeful things will work out. It’s the old “let them go: if it’s meant to be they’ll come back to you.” If we consider this in a business context, it feels like bad policy. If you have a customer that’s even remotely interested in purchasing your product, you use any tactic to get them to buy. Talk about additional benefits, tell them personal anecdotes relating to their…...