It was a tiny shop, in a small village far from the tourist trade and raucous boulevards of the city. Passed down from father to son more times than anyone in the family could recall, the family trade had always put food on the table, clothes on the children, and created a day of leisure each Sunday. However, the comfort of this moderate prosperity was slipping away, and there appeared little that could be done.
Despair or hopelessness was not of the family’s way, when days passed without an order or a visit that brought the bell above the door to life. Yet there was a day, a day much different from the others, when the bell did ring celebrating the return of Aamir the son who has been lost to the shameless desires of the city and beyond. Recognizing the dire mood of the shop, Aamir said, “Papa, I know you have not so isolated yourself to be unaware of the Internet?”
“Yes, but why speak of it now?” It has little to do with the life your family leads, and I can open that door and within a few steps greet everyone I know. Why do I need this Internet you speak of?”
Pleading with Papa to understand the nature of the Internet and viral marketing, he realized it had to be framed in the familiar. “Papa, what happens when a customer leaves this shop, joyous with the good work you have provided them?”
“Our commitment to good work creates talk among friends and acquaintances. Our good work has its own voice and is passed from friend to friend.”
“Papa, in my world, we call that viral marketing. Yes, it is a fancy term, but as you and others have learned, the age-old practice of conversation is perhaps the best way to find success within your community.
“Upon my return I find the family happy, yet I sense times could be better. What if I were to apply a new approach to the age-old practice of conversation to ring that bell a few more times each day?”
Skeptical, Papa replied, “My son, this is to be your business one day, so perhaps this is the proper time, as times have changed and you are the best to know what this means. So, what is it that we should do?”
“I will ask that you do very little, but I will promise that the vitality that we once enjoyed will return, bringing you more prosperity than you could imagine. There is just one thing I will ask of the family. There will be temporary sacrifice, but the reward will be worth the price. Please ask my brother Muntadhar if he can join us, as he will be instrumental in this plan.”
“You mean your brother the writer?”
“Yes Papa. What I will ask my brother will only take a moment of his time. Papa choose the best of what you make with his own hands. Have Muntadhar wear them proudly, and when the time is right toss them at the President of the United States.”
“But how will this help us?”
“Trust me, your bell will ring, and customers from near and far will turn to the most famous cobbler in the land.”