In the End, They Both Die

It's frustrating.

Knowing you have something amazing

and your customers don't see it.

You feel invisible.

Or worse: helpless.

Look.

A couple of years ago, I was in Acapulco for some seminars.

While waiting for my first session, I went to work at a Colombian coffee shop.

One of those with murals on the walls and a bookshelf by the entrance.

After a while, I stood up to stretch my legs.

And started reading the titles of the books.

Many seemed the same.

Predictable.

Forgettable.

Until I saw one that said:

"In the End, They Both Die."

In my head, I started asking questions I couldn't ignore:

Who were "they"?

Why did they die?

How did the story end up like that?

It didn't matter if the others had a better story

or a more famous author.

That's the one that hooked me.

Why?

Because of the first feeling it evoked.

And even though we like to repeat that you shouldn't judge a book by its cover,

of course, we do.

Everyone does.

And here's the uncomfortable part:

With your business, exactly the same thing happens.

Your customer also judges you by the cover.

By the first thing they see.

And by what you make them feel in seconds.

They see you. And in 3 seconds, they decide whether to pay attention or ignore you.

If you don't grab their attention, no one discovers your value.

You have two options.

Complain that your customers are superficial.

Or accept an uncomfortable truth.

Your business also has a cover.

And if it doesn't stop people at first glance,

no one ever discovers how good you really are.

If your business were a book, would your customers get past the cover?

If you want to see how a bad cover can kill even big brands, I'll leave you with this episode I recorded with Martha Debayle.

There, I tell the story of 4 brands that died precisely by failing at this.

Podcast with Martha Debayle

Warmly,

Carlos

Serving is the way.

—

Shopology S.A. de C.V.

Av. Pacífico 468 Local C, Coyoacán, Ciudad de México, CP 04330, México.

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