5. Retaining Customers

“Italian men think that ‘Fidelity’ is the name of the woman that lives across the hall.”

—STÉPHANE DEBAC AS FRANÇOIS IN Girl on a Bicycle (2013)

I first saw someone wearing Vibram FiveFingers® a couple years ago. These are shoes with separate compartments for each toe. I call them toe-shoes.

Recently I noticed a man wearing toe-shoes at the grocery store. I asked him how they felt, and he said, “It is like walking in your bare feet.”

Feeling adventurous, I ordered a pair of toe-shoes from Zappos. I tried men’s Image medium. They were much too small, so I returned them. Then I tried to 10—they were tight and uncomfortable. For ...

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