The Cuban stylist Rafael, known on Instagram as "Rafael Hairdresser," posted a reel aimed at entrepreneurs and owners of private businesses in Cuba, in which he assures them that their difficulties are not their fault, but rather due to the structural crisis that is suffocating the country.
Rafael sends a direct message: "You are not doing anything wrong. You are promoting, you are offering, you are posting on Instagram, on Facebook. The problem is the crisis."
The stylist straightforwardly lists the challenges businesses face on the island: "There is no tourism, no foreign currency, no profits, there is fear, water is scarce, electricity is scarce, there is no food, prices are rising, the dollar is getting more expensive every day, and don’t even mention the euros."
His diagnosis is clear: "You don't have the problem; the problem lies with the country, which consequently creates a problem for you as a private business in Cuba."
Rafael also acknowledges the historical dimension of the crisis: "In order for things to get better, they first have to get really bad. We haven't been well for 60 years, but we were a little better and we didn't know it."
In light of this situation, the stylist proposes a survival strategy based on quality and customer loyalty.
"I believe in the oldest strategy that exists, which is word of mouth. If you do your job well, as it should be done, you will always get recommendations."
It also warns against the temptation to exploit customers in difficult times: "Never try to take advantage of a customer, extract everything you can from them, and if you don't see them again, it doesn't matter because they already used your service. That is not the way. The right way is to build customer loyalty."
The closing of the video is a call for calm: "You are doing everything right. You are doing everything within your power. Your business is not to blame. The crisis is to blame. We can't fix the crisis alone, because it depends on an entire country."
The message resonated with his followers, who responded with applause and supportive comments. "Clearer than water," wrote one.
Another captured the collective sentiment with a phrase that Rafael himself uses in the reel: "For things to get good, they have to get really bad."
A follower was more direct: "Of course, something has to change, the government; I am eager for everything to change so I can see the Cuban smile again and a prosperous and blessed Cuba."
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