From abductions, extrajudicial killings, unleashing destructive ‘Goon Z’ to criminalize peaceful Gen Z protests, and launching fake projects, to, now, playing Tom trying to nab Jerry with iron-fisted attempts at suppression of speech, and playing the tribal card. Get on the program; smell the coffee; the djinn is out of the bottle. You cannot put it back. “It’s boiling nicely.” You cannot stop it. Especially in the 21st C, playing Tom and Jerry with customers is a losing battle.
If in doubt, revisit the 200M+ impressions of #recallmegwhitman on Twitter; or ask President Yoweri Museveni of Uganda and CS Kipchumba Murkomen, who, like President Ruto they were advocating for, found themselves in AL generated images of themselves in coffins. You are not in control. It’s nothing personal. This is the reality of sellers in the 21st Century. Using the entire (taxpayer-funded) government machinery to clamp down on satirical shows of your growing and woeful inefficiencies, by the very taxpayers, is a misplaced and wasteful use of taxes. Additionally, it is unfortunate and a significant waste of time. You are Tom trying to nab Jerry. You cannot control your customers’ choices any more than Tom can control Jerry.
But first what is the story behind Tom and Jerry?
For the uninitiated, Tom and Jerry, created in 1940, is a classic animated cartoon featuring the comedic rivalry between Tom (a cat) and Jerry (a mouse). In virtually all 161 episodes, Jerry outsmarts Tom, resulting in comic misadventures. The timeless appeal of this series lies in its universal humour and the lovable antics of its characters, making it a favourite among children and adults alike.
Playing Tom and Jerry with customers: Are you Tom in your business?
As a salesperson or business owner, are you playing Tom to your customers’ Jerry? Like Kenya Power, are you expending energy chasing customers, trying to force compliance, or shutting down complaints instead of addressing the root of their dissatisfaction? It’s a dangerous game, and it’s one you’re bound to lose. What to do then?
Know Your Customer and stick to your lane
Choose your battles. And be wise about it. Do you really want to catch Jerry on his turf? Shutting down the internet, as you had attempted to, only elevated awareness of VPNs and alternatives like Star Link. These are the same individuals who sent an unprecedented 40,000 votes to place their President as the second-most corrupt leader in the world.
While the government reeled from that, they submitted another 50,000 votes reporting him to the ICC, complete with evidence of crimes against humanity. Further, the tens of thousands #railamustfail tweets and email campaigns to voter countries may not sway AU Chairmanship elections (since Kenyans don’t vote there), but they work like product reviews and star ratings for your business. And now there’s the planned visit by Netherlands to Kenya which Kenyans are asking King Willem-Alexander to cancel. Customers’ collective voices can influence others’ perceptions, much like these digital campaigns shape reputations. Playing Tom and Jerry with customers will work against you.
Policing customers doesn’t work
If you are a parent, do you really think you can police your 21st Century born child’s social media engagement? In fact, can you even police the youthful ones offline? Know your customer. And then know your place. Like the late President Kibaki did despite the ridicule of his non-existent oratory skills.
Ukubwa ni jaa. (Leadership is a dustbin). As the late President Moi aptly put it, “You will be insulted. Vumilia. (Bear it). I have been insulted many times. If I had the resolve of a mouse (pun unintended), I would have reacted.” For those of a certain age will remember Redykyulass; the rest can ‘google’ them. The trio skyrocketed to popularity with their in-person impersonation of the then President Moi. Redykyulass is largely regarded as the pioneers of modern stand-up comedy in Kenya. Know your customer, address their concerns and-the ridicule will simply fall away. In fact, your advocates (those who publicly support, even recommend you) will fight for you, in your comments section, for instance.
Playing Tom and Jerry with customers: The danger of ignoring customer voices
“Businesses (and governments) fail when they leave their customers (voters); or, their customers leave them.” The current regime is aggressively and, seemingly, proudly, hurtling towards achieving the former. The latest (at least, as at writing this post) is the admission that it is aware that the current cheering squad of voters in not significant. As MP Oscar Sudi publicly stated, “The President will get a second term. He won’t be the first not to do so. Not with us here. If Ruto gets votes that do not guarantee him victory, we will have to “add” votes to ensure he serves a second term.”
That’s like you running a digital service business, promising seamless online payments for e-commerce vendors. Customers start complaining about transaction delays and lack of updates. Instead of addressing the issue, you block critical reviews (abductions), dismiss feedback as sabotage (“it’s tribal”), and launch new marketing campaigns (fake projects) to drown out the noise. The customers see through it. Like Jerry, they sidestep your tactics, finding better, more transparent alternatives.
The case of an internet provider
There’s a pioneer internet services provider that preferred to abandon their Twitter account following numerous customer complaints. They played deaf. Burying their head in the sand would make the problem go away. Predictably, it didn’t. A significant number of their customers trooped to Safaricom’s Home Fibre when it launched. Like Jerry, customers find better, more transparent alternatives. Playing Tom and Jerry with customers is a losing battle.
Shifting from chasing to engaging makes Tom and Jerry best friends
So, how can you avoid this Tom and Jerry dynamic with your customers? The key is to stop chasing and start engaging. Again, like Kibaki did. Or, former Makueni County Governor, Professor Kibutha Kibwana. Facing sabotage from mounting resistance internally from his MCAs, the professor called a public baraza where an estimated 3,000 constituents attended. He engaged with them, openly sharing his frustrations and, “If I cannot deliver my pledges to you, I would rather step down.” “No, you won’t. We will remove the impediments.” And they did so in spectacular fashion. In the following election only one MCA survived and among the many wins he achieved is Universal Healthcare for Makueni County. To date, his tenure remains the SI unit of how to run a county; and in our case, shifting from chasing to engaging.
Now the Government of Kenya’s clumsy attempt to control the digital youth movement and suppressing genuine feedback only amplifies the underlying problem. Customers are smarter and more resourceful than ever. They’ll navigate around your attempts at damage control and find competitors who actually listen. So, invest in long-term trust rather than short-term gains. Acknowledge mistakes and solve the root causes of felt problems. When customers feel valued, they’re less likely to play the elusive Jerry. Your role is not to chase but to guide, not to trap but to attract. Playing Tom and Jerry with customers flies in the face of this.
Conclusion: Playing Tom and Jerry with customers. Don’t be Tom—partner with Jerry
If you think you can “force” a sale or corner a customer into choosing your product, think again. Today’s customers are more informed, more connected, and savvier than ever. They have interacted with the constitution. They have access to endless options, reviews, and insights at the click of a button. And they don’t need to rely solely on your sales pitch; they’ve done their homework before they even walk into your store or click on your ad or vote.
In business and sales, as in governance, playing Tom is exhausting and unsustainable. Your customers, like Jerry, are agile, resourceful, and always one step ahead of outdated tactics. Instead of chasing them, walk with them. Engage, empathize, and evolve with their needs. Because at the end of the day, the question isn’t whether your customers will outwit you. The question is, are you ready to outgrow the chase and build something meaningful instead?
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