Want to know one of the best customer retention techniques ever devised?

Learn how to tell a story, and then become the one who tells your customers’ stories back to them.

One of the best bands to come out of the 80s, a band that produced music that sounds as good today as it did then, is Love And Rockets.

My personal favorite album of theirs is Express. If I made a list of the top 5 albums that came out of the 80s, Express would be on that list. Hands down, no doubt about it.

But they have another great album, Earth/Sun/Moon. It has a song on there called “Here On Earth,” and the song opens with these lines:

All the little life forms upon this little earth,

Multiplying, dying, and returning through rebirth.

All the little children, growing up in space,

Adding their small stories to the history of this race.

And that’s the beauty of stories. Everyone has one, and they all love to hear theirs told.

Products and services are great, you gotta have Product-Market Fit, no doubt about it. But that’s just table stakes. Learn how to tell your customer’s story, and then learn how to tell it back to him/her.

Stories bring sense to the world. And after you get PMF, what better way to stick around than to be the one who brings sense to the world?