The Automatic Customer

The Automatic Customer
Title: The Automatic Customer
Author: John Warrillow
Date Reviewed: 1st May 2015
8 out of 10
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The Automatic Customer is about subscription businesses with a view to showing you how introducing subscriptions to your business could work for you. The author uses examples of businesses that do this so that you can see how it works in practice. The argument is that this is the way that a lot of businesses are going, so it’s something that you should consider as a business owner.

It’s a very interesting book and one which held my attention throughout. However, I was a little put off by it being very America-centric. It is after all an American publication so that’s not the book’s fault, but I did find that:

  1. The tone is a little strong for my British palate. The first part of the book was very strongly arguing the case for subscription businesses and I found this a little too strong. It felt a bit like it was saying “if you don’t do this you will FAIL”. And I got to the point where I wanted to say very politely “Come come, my good man, I’m convinced now. Please continue with some more detail rather than repeating the same argument again”.
  2. The example businesses are on the whole American businesses. Again, nothing wrong with that as such – but a UK version of this would be even more interesting to me.

But there’s no denying that it is an interesting read crammed full of real-life examples. It didn’t give me a lightbulb moment of ‘Aha, this is what we can do with our business’ but I am definitely interested in the idea of subscriptions – it would just take more thought on my part to come up with how to apply it.

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