At 4.30 am one dark Monday morning, the taxi I’d ordered to take me to the airport pulled up in front of my apartment building. I opened the back door, flopped into the seat and we pulled away from the curb and into the pre-dawn quiet of Sydney’s streets.

Immediately, the cab driver smiled at me, introduced himself as Abraham, and struck up a conversation.

He was chatty.

“Marvellous.”  I thought.

All I wanted, at that unholy hour, was to be home in my warm bed, not chatting, and certainly not hurtling towards the airport with a talkative taxi driver. But I was raised to be polite, and so Abraham and I talked for the entire 25 minutes of that drive.

When we arrived at Sydney Airport, I took out my credit card to pay the fare. Without taking it, Abraham asked:

“When are you coming back?”

“Tonight,” I said.

“I’ll pick you up,” he replied, “so you don’t need to wait in line for a taxi. And you can pay me then.”

As I attempted to process this profoundly surprising offer of service, Abraham continued.

“Do you like Lebanese food?” Without waiting for my reply, he said, “I will have dinner waiting for you.”

At this point, I wasn’t sure whether he was joking or not. But, I went with it.

“Ok.” I said. “See you tonight.”

And Abraham sped off into the early morning Sydney traffic.

HOW TO BUILD A BRAND PEOPLE LOVE

The most successful brands of our time are not the ones with the largest social media followings or biggest advertising budgets, they’re the ones who’ve built the deepest bonds. In this inspiring and practical book, Darryn Altclass invites you to cultivate devotion by focusing on timeless brand qualities that people love.

“You had me hooked at the intro.” Tim Hyne

“Interesting and engaging from beginning to end.” Dan Sih

  • “Love it. Beautiful guide for running a meaningful business. I’ll be investing in more for my leadership team and clients.”

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  • “Given that I have four books on the go and eight in my cupboard waiting in line, it’s remarkable that yours bumped the list."

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  • “Beautifully written.”

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  • “Interesting and engaging from beginning to end.”

    Dan Sih

  • “It’s so good! Clear, inspiring and practical.”

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  • “You had me hooked at the intro.”

    Tim Hyne

DARRYN ALTCLASS

Darryn is an award-winning brand strategist, author, speaker, business owner and coach. His book This Way Please is used by entrepreneurs and business leaders worldwide as a handbook to build healthy, well-loved brands.

Darryn founded the Why Then How group, including Square Moon Websites and Hospitality Marketer.