The word “Samurai” (侍) comes from the word “Saburau” (侍う), which means “to serve”.

And Service has never been more relevant: In a world where the average consumer is exposed to 7,000 ads a day and the average cost-per-click keeps rising 17 percent a year; Businesses are struggling to find new ways to break through the noise meaningfully and profitably…

However, the answers they seek are not hidden in the future but in the past: Brands shifting their focus away from the “Timely New Trends” to the “Timeless Principles of Service” generate more happy, loyal, and profitable customers.

According to research by Zendesk, nearly three out of five consumers report that good customer service is vital for them to feel loyalty toward a brand, leading to a customer lifetime value that’s 600%-1,400% higher than a Detractor, according to Bain.

This article explores how the best-performing brands apply the 8 timeless principles of service (as compiled in the “Bushidō” or Samurai’s way of service), to sharpen their business models so they can cut through the noise of today’s marketplace in a meaningful and profitable way.

The 8 Principles of Bushidō

Justice (義, gi)

Whether it was poetry, painting, or fighting, the Samurai were devoted to the perfection of whatever they pursued. This devotion was fueled by a sense of contributing to a “Just Cause”: an aspiration to bring about the best version of the communities they served through their daily work.

Likewise, in the realm of business, as many as 70 percent of consumers want brands to take a stand on social and political issues. That is why Brands with a “Just Cause” are able to align, inspire, and galvanize their stakeholders into coordinated…