The Cuban stylist Rafael, known on Instagram as "Rafael Hairdresser," shared a reel aimed at entrepreneurs and private business owners in Cuba. His message is clear: their struggles are not their fault but rather the result of the deep-rooted crisis suffocating the nation.
Rafael delivers a direct message: "You're not doing anything wrong. You're promoting, offering deals, posting on Instagram and Facebook. The issue lies within the crisis."
He doesn't mince words when listing the challenges businesses on the island face: "There's no tourism, no foreign currency, no profits, there's fear, water is scarce, electricity is limited, food is hard to find, prices are rising, the dollar is more expensive every day, and the euro is another story."
His diagnosis is straightforward: "You're not the problem; the country is. Consequently, it creates a problem for you as a private business in Cuba."
Rafael acknowledges the historical depth of the crisis: "For things to improve, they must first get really bad. We've been struggling for 60 years, but we were a bit better off before and didn't realize it."
In light of this situation, the stylist suggests a survival strategy based on quality and customer loyalty.
"I believe in the oldest strategy, word of mouth. If you do your job well, as it should be done, you'll always get recommendations," he advises.
He also cautions against the temptation to exploit clients during tough times: "Never try to squeeze everything you can out of a client and not care if they return because they've already used your service. That's not the way. The right path is to build customer loyalty."
Rafael ends the video with a call for calm: "You're doing everything right. Everything within your reach. Your business isn't to blame. The crisis is. And we can't fix the crisis alone; it requires a change from the entire country."
His message resonated with his followers, who responded with applause and supportive comments. "Clearer than water," one remarked.
Another echoed the collective sentiment with a phrase Rafael himself used in the reel: "For things to get better, they must first get really bad."
A follower was more candid: "Of course, something has to change, the government. I'm eager for everything to change so we can see the Cuban smile again and a prosperous, blessed Cuba."
Understanding the Challenges for Private Businesses in Cuba
What are the main challenges faced by private businesses in Cuba?
Private businesses in Cuba face numerous challenges including a lack of tourism, scarcity of foreign currency, limited profits, fear, shortages of water and electricity, rising prices, and increasing costs of foreign currencies like the dollar and euro.
What strategy does Rafael suggest for surviving the crisis?
Rafael suggests focusing on quality work and building customer loyalty through the traditional strategy of word of mouth. He emphasizes the importance of doing a job well to ensure recommendations and maintaining client trust.
Why does Rafael believe the crisis isn't the fault of private business owners?
Rafael believes the crisis is a result of the country's structural issues and not the fault of individual business owners. He argues that the systemic problems create obstacles for private enterprises, not the actions of the entrepreneurs themselves.