33 kilometres of loyalty: what can the Path along the Wire teach us about modern business?
Last Saturday, I finally did what I had been planning for a long time. I walked the entire circle around Ljubljana – 33 kilometres of the legendary Path along the Wire, Ljubljana’s Trail of Remembrance and Comradeship. Although something almost came up again (helping my father-in-law and mother-in-law stack firewood), my wife persuaded me that we should go. We will work a little harder and get everything done, she said, even if not on the same day – but we did, we managed to do everything on the same day. So I had a clear conscience as well. I really did not feel indifferent about them. They take such good care of me, and it does not seem fair on my part that, if they ask for help, I would not help.
And so we went. The first day was leg training on the trail, the second day was back and arm training with the firewood. A perfect weekend. Today I can still feel it, both in my legs and in my back…
The start of the route: sharp, overtaking, huh, as if we were chasing a qualifying time. Both in a good mood, observing people, nature, the trail… It was beautiful. Without resting, we completed half of the circle in two and a half hours. Then the first break. The pace slowly, of course, started to drop, and the final kilometres… huh… more on that a little later.
Loyalty that has lasted 68 years
As a specialist in loyalty solutions, I analyse digital ecosystems, but the Path along the Wire is a lesson in itself. It is probably one of the better “loyalty programmes” in the world. No apps, no collecting points for discounts, but with an incredible user return rate. But it is not exactly entirely like that. There is an app – so you know how many kilometres there are between the control points where you collect stamps. So that at the end of the full circle, you receive a medal. And I have it. Hanging at home, so I can see it already in the morning when I wake up.
Since 1957, this event has been inviting generations to the same route. When a brand becomes part of your identity and a tradition that you pass on to your children, you have won.
On the climb to Golovec, we passed an elderly lady. It would not leave me alone, and after a few moments I stopped and spoke to her. She had a nice pace for her age. So I asked her. At first she did not want to answer; I made her feel uncomfortable. But she did answer. The lady is 88 years old. She became my personal role model – at 50, which I will soon turn, I can only wish to be as vital as she is at her age. And the lady regularly takes part in the marches – she has done so for years. What an LTV there is.
Destination tourism: green infrastructure and missed opportunities
Over the years, Ljubljana has done an excellent job maintaining the trail. In my estimation, at least three quarters of the route runs beneath dense tree-lined avenues, which means that heat is not a factor at all. This is infrastructure that enables a top customer experience. However, I noticed a large gap among local providers.
The city literally brought thousands of hungry and thirsty people to the doors of local inns, venues and bars. But I would say that most of them were not ready. The few who understood the opportunity were full. A few years ago, when we walked a shorter part of the trail, there was a very nice and pleasant atmosphere in one inn along the route. And we counted on stopping there. This year? Closed…
On that day, the city could help interested hospitality providers with additional permits, so they could set up some extra stands along the route.
In tourism, we often look for complex solutions, while forgetting what passes right by our doors.
The lesson of small entrepreneurs: the winners of the day were the children along the route
They were selling lemonade and – pay attention – even gluten-free muffins. These little entrepreneurs clearly understood the market niche and the power of a personal approach better than many established hospitality providers. I spoke to several of them and I admit that most of them positively surprised me – they were talkative and answered me.
Perseverance, stubbornness and a lesson about shoes
On the march, I did not only learn about business, but also about human nature. The day before the “walk”, my wife bought herself new sports trainers because her old ones were already worn out. Even though she knows the first rule very well (because she is a mountain guide) – shoes need to be broken in. She assumed that the inner foam would be soft enough for a walk on gravel. Well, a slightly longer walk. The result? Completely blistered feet, not only on the heel, but also on the sole. And as if that were not enough, she made some movement and felt pain in her hip, and that only about 3 km before the finish.
There was no giving in. Despite the pain, she pushed through to the end. I would probably have turned off for a beer or two long ago and ended the route there. Yes, I admit it, women on average have a higher pain threshold than men.
This reminds me of business: sometimes the path is painful and full of unforeseen obstacles (or blisters), but perseverance is what separates winners from those who give up before the finish line.
Conclusion
The Path along the Wire is not just a sporting achievement. It is proof that the best experiences are those that combine an excellent environment (destination), a strong tradition (loyalty) and genuine human contact.
At Smart Octopus Solutions, we transfer this philosophy into our solutions, such as SmartGifty and CLIP. Because at the end of the day, technology only supports what we humans feel – belonging and respect.
Jurij Triller
