What can Tinder teach us about business?


With users in 196 countries arranging approximately one million dates per week, California-based dating platform Tinder is helping people across the world to make connections with potential partners. However, this popular dating platform might be doing more than simply helping people to find love. According to direct marketing experts Appco UK, it could also be offering insights into how to run a business successfully.

An unusual love story

In a blog post, Appco highlighted the unusual story of one romance-seeking pair who met up three years after first making a connection on Tinder. Michelle Arendas and Josh Avsec, who are both students at Ohio’s Kent State University, matched on the app in 2013. Any potential romance was put on hold though when Michelle deleted the platform, and it wasn’t until months later that they reconnected. For the next three years, they jokingly made excuses not to meet, waiting months before replying to each other’s messages. Eventually, after Josh Tweeted about their exchanges, Tinder got involved and offered to send them to Hawaii on a first date.

The comparison between this unorthodox approach to finding love and managing a successful business might not be obvious, but it can be made.

The importance of strong foundations

Appco Group pointed out that just as in love, in business good things tend to come to those who wait. The company noted that laying the foundations for a strong business takes time and effort, and ‘overnight success’ stories in fact tend to be years in the making.

Appco went on to state that, as with dating, it can be tempting to jump the gun when you are enthusiastic about a new opportunity or idea in business, but it’s important to take the time to plan things carefully and to make sure you have the right systems in place. This will help to put your company in a position of strength, the marketing specialist added.

If you want to succeed as an entrepreneur, you should bear in mind that doing the hard work at the beginning is a means to an end. Appco also advised that staying focussed on the end goal is a good way to keep your motivation up during the inevitable challenges that you will face. The company concluded by suggesting that the Tinder love story of Michelle and Josh is a reminder of the importance of persistence and of never giving up.

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