Ex-lawyer turned relationship coach

Be More Unreasonable

Demanding. Throws tantrums. And likes to be spoon-fed.

Who am I describing?

Today’s consumer.

In the past, people accepted the idea of trade-offs.

When we browsed for a hot rod, we didn’t make a stink if the car’s exhaust fumes could punch a hole in the ozone layer. But now you can go from 0 to 60 in 3.1 seconds driving the world’s cleanest car.

No concessions needed.

When we rolled up to the McDonalds Drive Thru, we knew better than to ask if the cows led a good life, or if the wrapper of my burger was biodegradable. But now we can order our fries and nuggets with a dollop of sustainability.

When we needed new sneakers for cheap, we didn’t protest when Amazon told us the delivery was going to take a while. But now we can order our shoes before midnight and have the UPS man bring our order to our door the next morning.

When businesses learnt how to put lightning in a bottle, people became unreasonable.

Good stopped being enough, we now expect the impossible. And sometimes businesses deliver.

Meet the car dealer, One Toyota.

As you reach 5.000 miles, you can bring in your Toyota for a free check up. Pretty standard.

But One Toyota gives you the standard service in an extraordinary way: in less than six minutes.

One Toyota is so fast they have to show people an instructional video to convince them it’s not bull.

If you can drive your fully serviced car out of the garage in under six minutes, what are your expectations from other dealerships and repair shops?


Be more unreasonable than today’s spoilt shopper and you’ve got yourself a new client.

By Jeroen Elsing
Ex-lawyer turned relationship coach