The atmosphere of desperate, ignorant terror essential to healthy rumors seeps away, replaced by a silent, wary paranoia. People bunker down, jealous… - Max Barry

mktg case study #6: mktg cigarettes
FOR A PRODUCT THAT KILLS ITS CUSTOMERS, THIS IS PRETTY EASY. FOR ONE THING, YOU ONLY NEED TO CONVINCE PEOPLE TO START BUYING. BUT THE BEST PART IS THAT YOU GET TO DEFEND THE ACT OF SELLING A PRODUCT YOUR CUSTOMERS CAN’T STOP BUYING BY CLAIMING THEY HAVE FREEDOM OF CHOICE. BEFORE EACH MARKETING CAMPAIGN, PRACTICE THE LINE: “IT IS NOT THE POLICY OF OUR COMPANY TO DICTATE THE LIFESTYLE OF OUR CUSTOMERS.”

“Customers are vermin, Mr. Jones. They infect companies with disease.” He says this with complete solemnity. “A company is a system. It is built to perform a relatively small set of actions over and over, as efficiently as possible. The enemy of systems is variation, and customers produce variation. They want special products. They have unique circumstances. They try to place orders with after-sales support and they direct complaints to sales. My proudest accomplishment, and I am being perfectly honest with you here, Mr. Jones, is not the Omega Management System and it associated revenue stream—which, by the way, is extremely lucrative. It is Zephyr. A customer-free company. Listen to that, Mr. Jones. A customer-free company. In the early days, you know, we tried to simulate customers. It was a disaster. Killed the whole project. When we started again, I cut every department that had external customers. It was like shooting a pack of rabid dogs. Now, I’m not claiming Zephyr Holdings is perfect. But we’re getting there, Mr. Jones. We’re getting there.”

Some people would break the rules to get things done and some wouldn't; it was simple as that. John didn't have much use for the latter.