Here's a little brain teaser for you: how many restaurants do you visit on a regular basis just because the food is good? How many restaurants do you eat at regularly simply because you know the head waiter, owner or kitchen chef? And which restaurant do you eat at because the food suddenly got better after you made the acquaintance of the head waiter or the chef?

When we feel connected to a person, it doesn't matter if the shoes they wear are green, black or red. Often we just drop by the shop to keep the connection going without actually needing to buy something. But when you really think about it, you wouldn't dream of going to any other shop.

I myself have been going to the same barber for about five years. The barber comes from Syria and can only understand half of what I say, so my haircut hasn't really come out as I want for years. But he tells me a different story every month, which we rewrite together every time. He keeps telling me to come back every week, not to cut my hair, mind you, but just to keep the connection going. Marketing therefore means selling a haircut that your customer doesn't actually want.

This may sound implausible, but connection and feeling connected to others is a deeply rooted need. We long for it and when we get it, something magical happens. We no longer see the product or the service, but the people behind it. A connection like this happens when guests or customers come as strangers and leave as friends and stay in touch with us because of that friendship.

And yet there is even more: imagine being able to give your customers and employees a space where they can transport the spirit and vibe of your business both on the inside and to the outside world. Where we can share moods - positive and negative - with one another. This is a place where life and work, business and friendship merge seamlessly. Vibes spread like a common cold. They go viral and trigger the same emotions and feelings in other people. Instead of having an increasing number of employees taking time off sick, you inject Crazy Monkeys into your business, promote cohesion, support and honesty within and also represent these values on the outside. People won't necessarily know what your business does exactly, but, at a minimum, they'll be excited about how you go about it.