The Problem With Things That Kind of Work

It’s 2003 and a marketing consultant by the name of Fred Reichheld has created quite a stir in the corporate landscape with an article in the prestigious Harvard Business Review titled “The One Number You Need To Grow.”

Reichheld puts forth a bold proposition, suggesting that by posing a single question — a question meticulously designed to gauge the loyalty of an organisation’s customers — management can gain valuable insights into the sentiments their customers hold toward their business.

Reichheld concludes his article with a resounding declaration: “This number is the one number you need to grow. It’s that simple and that profound.”

It turns out, it’s neither simple nor profound. It doesn’t help businesses grow. It doesn’t even tell the management how loyal the customer is.

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