Companies have long been linked to animals such as predators and their customers to prey, the fuel that allows them to survive. But recently I came across an interesting and more developed metaphor regarding how these companies viewed and treated their customers.

Some companies are like birds of prey, from above they survey potential customers/prey. Small creatures that they can easily pick up have benefits but aren’t that rewarding and they don’t have much to offer in terms of food/money. It’s also an inefficient process as they go after one target than another without much focus on what they are hunting. They are cheap though which can make this all worthwhile to the customer as they aren’t as invested in each customer as they could be due to the focus on quality

The next level after this is bigger predictors, animals like wolves and hyenas. They choose their prey more carefully and so prioritise animals that will give them the most fuel and focus on getting that fuel, rather than the customer experience. You’re getting more than the stage before but is it worth the cost?

Finally, you have the category companies like TAaaS strive to belong to. Being a new business model, they get to rewrite the rules. They are the lions. Lion companies choose our customers carefully and focus on giving them the best customer experience possible. These companies also get to charge for what we provide fairly. These companies don’t just charge the maximum the client will pay, they charge a fair and honest fee.

What do you think of the metaphor? Do you think it’s a fair reflection? Let us know by emailing your opinion to This email address is being protected from spambots. You need JavaScript enabled to view it.