Marketing's job is to create, promote, and market an offering that customers want. Some argue that it is a problem that their free will is to live on junk food, waste time on Netflix, and treat health symptoms rather than the root cause of illness. Sure, it's not up to us as marketers to judge people's free will. But is it up to us to decide whether we should remain a "drug dealer" or become a caring brother to our customers?
Hi Frank, I looked back on what I have been doing for the past years, I have been educating our customers about our products and I realize that it turned out really is all about moral obligations as a marketer and it’s been doing a great impact but what is the best way to increase sales by utilizing the moral obligations in terms of marketing?
Your question strikes at the heart of purpose-driven marketing. Balancing sales with moral obligations is powerful and builds lasting customer loyalty.
Here are key strategies:
1. Tell Meaningful Stories: Share authentic narratives about your product’s impact to create emotional connections.
2. Align with Values: Show how your product contributes to causes your customers care about. Transparency builds trust.
3. Engage Your Audience: Invite customers to share stories or ideas aligned with your mission, making them part of the journey.
4. Prove Your Impact: Use data or testimonials to demonstrate how your product creates tangible change.
Purposeful marketing isn’t just ethical—it’s effective.
Hi Frank, I took your advice. Please let me know what you think about this:
“13 Years at Kobe’s: A Journey Through Moments That Matter”
Thirteen years ago, I walked through the doors of Kobe’s for the first time. I didn’t know then that this place would become more than just a workplace—it would become a second home, a stage for countless stories, and a witness to some of life’s most meaningful moments. Now, as I approach my 14th year, I can’t help but reflect on the incredible journey this has been.
Here’s some of the astonishing moments I have witnessed in my career at Kobe’s:
There was a couple on their first date, nervously sharing delicate sashimi and warm sake. A year later, he got down on one knee by the same table, surrounded by a lot of people who were having dinner, their chatter filling the air, and hibachi chef’s preparing meals in the sizzling teppanyaki. In that busy, joyful moment, he asked her to be his forever.
There was one unforgettable baby shower—not just because of the joyful atmosphere or the delicious food, but because it was for triplets. The room buzzed with excitement, and the tables overflowed with gifts, tiny onesies, and stuffed animals. Plates of sushi, warm bowls of udon, and celebratory drinks kept everyone energized as laughter and love filled the air. It wasn’t just about celebrating the arrival of three new lives—it was about honoring the strength and love of the parents who would welcome them. That day reminded me how food, laughter, and community can create memories that last a lifetime.
But life isn’t just about beginnings, it’s also about honoring endings. On a quiet evening, a group of families reserved a private hibachi room, this time to host a funeral dinner in memory of a beloved family member. The soft clink of glasses and murmured conversations carried both grief and gratitude as loved ones shared stories, found comfort in familiar flavors, and leaned on one another for a strength in a space that had become a second home.
One Father’s Day stands out vividly,
A story of a mother and her young daughter, who walked into Kobe’s on a Father’s Day, holding hands tightly. They chose a hibachi table, one where they had often sat together as a family, back when her husband was still alive. That evening, they honored his memory with his favorite dish—a perfectly seared steak from the hibachi grill. As they shared stories and laughter between bites, they found solace in keeping his memory alive in the same place where so many happy family dinners had been shared, I realized how much a meal can carry love, memory, and healing.
There’s an elderly woman I’ve known since Kobe’s first opened. She used to dine here with her husband, their laughter filling the space around their favorite table. After he passed, she continued to visit almost every week—sometimes with her daughter, sometimes alone. When she dines alone, she enjoys her sushi quietly, her warm smile and gentle presence lighting up the room. Her visits remind me that Kobe’s isn’t just a place to eat—it’s a space where love lingers, memories live on, and a simple meal can bridge the past and present.
There’s a little girl whose family has celebrated her birthday at Kobe’s every year since she turned one. I’ve watched her grow—from her first curious bite of sushi as a toddler to confidently ordering her favorite rolls as she got older. Each year, her smile gets brighter, and her family’s joy fills the room. Her birthdays remind me that Kobe’s isn’t just a restaurant—it’s a place where traditions are created, milestones are celebrated, and memories are made, one birthday candle at a time.
But it’s not just the guests who have shaped my journey—it’s the people I’ve worked alongside. From the chefs who treat every dish like a work of art to the servers who pour their hearts into making each guest feel welcome, every team member has been a part of my story. We’ve worked through busy Friday nights, celebrated milestones together, and supported one another through personal challenges.
This isn’t just dining, it’s belonging. In a world where life moves fast, Kobe’s invites you to slow down, savor, and remember that some of the most meaningful connections begin over a shared meal.
Hi Frank, I posted this meaningful stories at work on my social media and it gave me some good insights but how can I drive this to help customers and make a good decision?
Hi Frank, this is quite an opening for me. All this years I have been guiding and talking with my customers about the product we sell, the more I talk with them the more I think they are tending to ignore about the needs and the inner truth instead an instant satisfaction, this is a very challenging, while I am very happy with the customers think about our products, it give me some rising questions, are these market have a common perception or every individual in the same market has their own perception? Is there such thing as revolutionary of thought and perception? Or is this going to be a while before it’s even happening?
This is an unsolved challenge. I believe If you focus in those things what people REALLY want and what's good for them you are on a good path. Be a good loving mentor not a servant.
Hi Frank, I want to hear more about your experience in person, do you have any event coming up in 2025? I would like to attend if it’s open for public. Thanks
Hi Frank, as I dive into your theory, my colleague said that price is the main reason why customers decide to buy, while I was thinking about customer leadership instead of customer centric approach, I just need to know more about how to step up the game by using your methods?
Hi Frank, after I saw the results of this through, I found that sushi is not what the customer needs but the atmosphere surrounding the place is what drives the customer to buy the sushi. Thank you!
Hi Frank, I have gathered some information from a top medical expert and explained the cause of consumption of sushi and I want to share with you, is there a good email address for me to reach you?
Sushi is not what we need but it’s considered a luxury food. I am curious to learn why although our price is not cheap, our customers are very excited to enjoy the product, if you asked, would you choose to learn more insight from a dietician or neuroscience expert?
Hi Frank, I think IF the world’s business perception follows this article, it will create a new era of how businesses can compete with each other to achieve what their customers need. I am fully agree with this but is there a solid evidence or true evidence that millions of people can rely on to agree on certain products objectively considering there are many factors biasing the product?
Hi Frank, I read your book Think Causal not Casual. I learned that “data analysis is my job because data analysis today is equal to my learning from experience in my field”. So how do I gather data and record in my field if I have been doing all this time based on my gut and instincts?
Merry Christmas and Happy Holidays Frank! Please don’t forget to send me the information about any events that you might be attending on 2025. I very much like to hear more about 10x insights. Thank you!
Hi Frank, if intuitive is more powerful than intellect and using gut instinct to make decisions rather than relying on market research, what are the best tools should we go to get more convincing insights from the local market if our company is considered a blind performer?
Hi Frank, I looked back on what I have been doing for the past years, I have been educating our customers about our products and I realize that it turned out really is all about moral obligations as a marketer and it’s been doing a great impact but what is the best way to increase sales by utilizing the moral obligations in terms of marketing?
Your question strikes at the heart of purpose-driven marketing. Balancing sales with moral obligations is powerful and builds lasting customer loyalty.
Here are key strategies:
1. Tell Meaningful Stories: Share authentic narratives about your product’s impact to create emotional connections.
2. Align with Values: Show how your product contributes to causes your customers care about. Transparency builds trust.
3. Engage Your Audience: Invite customers to share stories or ideas aligned with your mission, making them part of the journey.
4. Prove Your Impact: Use data or testimonials to demonstrate how your product creates tangible change.
Purposeful marketing isn’t just ethical—it’s effective.
Hi Frank, I took your advice. Please let me know what you think about this:
“13 Years at Kobe’s: A Journey Through Moments That Matter”
Thirteen years ago, I walked through the doors of Kobe’s for the first time. I didn’t know then that this place would become more than just a workplace—it would become a second home, a stage for countless stories, and a witness to some of life’s most meaningful moments. Now, as I approach my 14th year, I can’t help but reflect on the incredible journey this has been.
Here’s some of the astonishing moments I have witnessed in my career at Kobe’s:
There was a couple on their first date, nervously sharing delicate sashimi and warm sake. A year later, he got down on one knee by the same table, surrounded by a lot of people who were having dinner, their chatter filling the air, and hibachi chef’s preparing meals in the sizzling teppanyaki. In that busy, joyful moment, he asked her to be his forever.
There was one unforgettable baby shower—not just because of the joyful atmosphere or the delicious food, but because it was for triplets. The room buzzed with excitement, and the tables overflowed with gifts, tiny onesies, and stuffed animals. Plates of sushi, warm bowls of udon, and celebratory drinks kept everyone energized as laughter and love filled the air. It wasn’t just about celebrating the arrival of three new lives—it was about honoring the strength and love of the parents who would welcome them. That day reminded me how food, laughter, and community can create memories that last a lifetime.
But life isn’t just about beginnings, it’s also about honoring endings. On a quiet evening, a group of families reserved a private hibachi room, this time to host a funeral dinner in memory of a beloved family member. The soft clink of glasses and murmured conversations carried both grief and gratitude as loved ones shared stories, found comfort in familiar flavors, and leaned on one another for a strength in a space that had become a second home.
One Father’s Day stands out vividly,
A story of a mother and her young daughter, who walked into Kobe’s on a Father’s Day, holding hands tightly. They chose a hibachi table, one where they had often sat together as a family, back when her husband was still alive. That evening, they honored his memory with his favorite dish—a perfectly seared steak from the hibachi grill. As they shared stories and laughter between bites, they found solace in keeping his memory alive in the same place where so many happy family dinners had been shared, I realized how much a meal can carry love, memory, and healing.
There’s an elderly woman I’ve known since Kobe’s first opened. She used to dine here with her husband, their laughter filling the space around their favorite table. After he passed, she continued to visit almost every week—sometimes with her daughter, sometimes alone. When she dines alone, she enjoys her sushi quietly, her warm smile and gentle presence lighting up the room. Her visits remind me that Kobe’s isn’t just a place to eat—it’s a space where love lingers, memories live on, and a simple meal can bridge the past and present.
There’s a little girl whose family has celebrated her birthday at Kobe’s every year since she turned one. I’ve watched her grow—from her first curious bite of sushi as a toddler to confidently ordering her favorite rolls as she got older. Each year, her smile gets brighter, and her family’s joy fills the room. Her birthdays remind me that Kobe’s isn’t just a restaurant—it’s a place where traditions are created, milestones are celebrated, and memories are made, one birthday candle at a time.
But it’s not just the guests who have shaped my journey—it’s the people I’ve worked alongside. From the chefs who treat every dish like a work of art to the servers who pour their hearts into making each guest feel welcome, every team member has been a part of my story. We’ve worked through busy Friday nights, celebrated milestones together, and supported one another through personal challenges.
This isn’t just dining, it’s belonging. In a world where life moves fast, Kobe’s invites you to slow down, savor, and remember that some of the most meaningful connections begin over a shared meal.
Hi Frank, I posted this meaningful stories at work on my social media and it gave me some good insights but how can I drive this to help customers and make a good decision?
Hi Frank, this is quite an opening for me. All this years I have been guiding and talking with my customers about the product we sell, the more I talk with them the more I think they are tending to ignore about the needs and the inner truth instead an instant satisfaction, this is a very challenging, while I am very happy with the customers think about our products, it give me some rising questions, are these market have a common perception or every individual in the same market has their own perception? Is there such thing as revolutionary of thought and perception? Or is this going to be a while before it’s even happening?
This is an unsolved challenge. I believe If you focus in those things what people REALLY want and what's good for them you are on a good path. Be a good loving mentor not a servant.
I’m REALLY intrigued by what’s people need, perhaps finds the answer might lead to the causal.
Hi Frank, I want to hear more about your experience in person, do you have any event coming up in 2025? I would like to attend if it’s open for public. Thanks
Not yet planned. But I think about attending one or two US insights events. Will keep you posted
Thank you! Please let me know if there’s one in Europe too.
I can relate to this finding. I can buy any food at uber eat. The athmospher is a key features
Hi Frank, as I dive into your theory, my colleague said that price is the main reason why customers decide to buy, while I was thinking about customer leadership instead of customer centric approach, I just need to know more about how to step up the game by using your methods?
Hi Frank, after I saw the results of this through, I found that sushi is not what the customer needs but the atmosphere surrounding the place is what drives the customer to buy the sushi. Thank you!
Hi Frank, do you think it’s a good idea to get a scientific opinion from the medical professionals about consuming sushi?
I can not see why this make sense but I am happy to learn
Hi Frank, I have gathered some information from a top medical expert and explained the cause of consumption of sushi and I want to share with you, is there a good email address for me to reach you?
Sushi is not what we need but it’s considered a luxury food. I am curious to learn why although our price is not cheap, our customers are very excited to enjoy the product, if you asked, would you choose to learn more insight from a dietician or neuroscience expert?
Hi Frank, I think IF the world’s business perception follows this article, it will create a new era of how businesses can compete with each other to achieve what their customers need. I am fully agree with this but is there a solid evidence or true evidence that millions of people can rely on to agree on certain products objectively considering there are many factors biasing the product?
Hi Frank, I read your book Think Causal not Casual. I learned that “data analysis is my job because data analysis today is equal to my learning from experience in my field”. So how do I gather data and record in my field if I have been doing all this time based on my gut and instincts?
Merry Christmas and Happy Holidays Frank! Please don’t forget to send me the information about any events that you might be attending on 2025. I very much like to hear more about 10x insights. Thank you!
Hi Frank, if intuitive is more powerful than intellect and using gut instinct to make decisions rather than relying on market research, what are the best tools should we go to get more convincing insights from the local market if our company is considered a blind performer?