My younger daughter, who resides in Gurgaon, came home in June during her son’s summer vacation. Her son is in the second grade. One day, she mentioned that she was going out for grooming and getting her son’s haircut. She told me she was going to Belleza Unisex Salon, opposite St. Berchmans College, Changanacherry, above K.R. Bakery. Since I seldom go out these days, this place was new to me. She explained that she chose this salon after researching online, which included evaluating customer ratings and feedback. Observe the digital realm’s influence on customer decision-making.

I drove and dropped them off in front of the building. On the way, her son firmly declared that he did not want his hair cut, and his obliging mother agreed. About an hour later, they returned home, and I was surprised to see the boy with a new haircut. How did that happen? The explanation fascinated me.

At the salon, my daughter was busy grooming while her son was taken to the kids’ area. After some time, he went to his mom and said he wanted his hair cut. She then noticed that the kids are seated in a toy car during their haircut, which keeps them entertained as they play with the steering wheel and gadgets. She was overjoyed to comply with him. She took a few photos of him sitting in the car. Thus, the reluctant child was easily turned into a willing customer.

As someone who has been teaching marketing and entrepreneurship for over three decades, I recognized this as a prime example of marketing and entrepreneurship at its finest. The essence of marketing lies in identifying and fulfilling customer needs and wants. This principle is at the heart of every successful business venture and should not be viewed as a separate function within a business. A savvy entrepreneur understands how to tap into customers’ inner desires, transforming them into memorable experiences. Customers are not just seeking products or services; they are seeking the experiences that come with them. People are willing to go to great lengths and spend more money for a superior experience.

This remarkable ability to fulfill insatiable needs and wants sets a true entrepreneur apart from the rest.