This week’s email is going to be a little different.

I came across an incredible parable about a Chinese farmer which I referenced in a recent LinkedIn post but it’s well worth a deep dive (link below);

And it got me thinking about parables and what a great way to tell a story with a deeper lesson behind it they are.

So here’s my attempt at a parable for the KBB market.

If it’s terrible cut me some slack, I’m not a guru.

The Two Kitchen Makers:

Two kitchen makers set up shop in the same town, both offering stunning, bespoke kitchens.

The first kitchen maker focused purely on his craftsmanship.

His kitchens were exquisite—the best materials were used, the finishing was meticulous and everything was perfectly designed from an aesthetic point of view.

And yet, his business was struggling.

He rarely saw repeat customers and new ones trickled in very slowly, if at all.

How could his kitchens not be in such high demand? After-all, his quality was clearly the best in the market AND the price point was comparable with others.

The second kitchen maker, while also delivering high-quality kitchens, did something different.

He spent time learning about each customer’s lifestyle, their cooking habits, and what they valued most in a kitchen.

Some cared about aesthetics, others about functionality.

His business flourished. Customers would rave about how he “just got it,” and word-of-mouth referrals kept rolling in.

What was the difference? Both had the skill. Both created stunning kitchens. Both provided a great service.

But only one had mastered the art of connecting with his customers.

Why This Matters in the KBB Industry:

In today’s market, having a great product is only half the battle.

If you’re not listening to your customers, understanding their needs, and tailoring your approach to their lifestyle, you’re missing out on the real key to growth — trust.

Customers are looking for more than a transaction; they want a relationship with a brand that understands them.

We’re asking people to part with 20,30,40,50,000 pounds - there needs to be such a high level of trust there.

By focusing on what truly matters to them, you set yourself apart from competitors who focus solely on the product.

TLDR: Build more than just kitchens—build relationships. The results? Happier customers, stronger referrals, and a business that doesn’t just survive, but thrives.

If you found this newsletter helpful or insightful please forward it on to others in the KBB industry. We’re out here doing God’s work.