Sometimes, out of the blue, a song will trigger a memory.

“The Otherside” by Breaks Co-Op came on the BizDojo co-working space Spotify playlist the other day.

I can picture Jeff, a former work colleague and friend singing it at the top of his voice over a decade ago in an office we worked out of. He died, far too early far too young, from a massive, out of the blue stroke.

The trigger(s) for why we’ll remember a particular business when we have need of their particular product or service are many and varied.

But a simple, easily recalled message is certainly one of them.

If their first, most important story resonates at the time a person first read it, the idea of it will pop back later on as well.

We may not sell today, but an on point ‘what and why’ can trigger the sale tomorrow…just as a song can trigger a memory of a lost mate.