When I was a child and I first heard Never Gonna Give You Up, I thought Rick Astley was singing about love.

Now that I’m older and wiser, I realise he was actually giving us marketing advice.

Never gonna give you up

Never gonna let you down

Never gonna run around and desert you

Never gonna make you cry

Never gonna say goodbye

Never gonna tell a lie and hurt you

What Rick Astley was trying to explain is that if you keep showing customers you love them and care about them, they’ll reward you with your loyalty.