November 2017, a cold day in Budapest. After a long night out, I decide to start the day with lunch at my favorite falafel place. After ordering two sandwiches, I’m excited to fill my empty stomach…

…but my stomach itself wasn’t all that excited. 

After chomping down one sandwich, I force myself to attempt to eat the second one—without much success. Two or three bites in, I surrender to my stomach and the heavy sandwich. 

An overbearingly uncomfortable feeling haunted me for the rest of the day. I was just too full an… ugh, I just felt abhorrent. 

Fast-forward to today, June 17th, 2018. It’s cloudy, but warm in Groningen, the Netherlands. The old red brick house I’m writing this from might have belonged to a cobbler or a blacksmith back in the day—today it’s a falafel place. 

After almost exactly half a year of having the thought of falafel conjure up disgust and discomfort, I tried it again. 

The first bite revealed: Ugh, I’m not cured yet. This falafel sandwich brought back the awful sensation I first felt in Budapest. 

The funny thing is: Marketing works much the same. 

If you get burned by a business you paid money to, just thinking of the product or business will make you feel that disappointment again. And even though you might try to do business with them again, you go into the transaction with a horrible previous experience. 

Actually delivering on your claims is how you don’t become that hated business. But in reality, it’s much more than that: 


Genuinely caring about your clients, customers, fans and friends is where you don’t become that hated business. 

Marketing isn’t just FB ads, copy, video scripts or billboards—it’s also the experience your customers have with you.

How can you improve people’s experience with you and your business? 

-Finn Lobsien