You lost a fight. You tried your best, but you lost. It is a pure injustice, but they won. You are injured/robbed/convicted, but it’s over. Finalized, wrapped, sealed. Irreversible. What’s now? You make a choice, which, as a Wise man said, “if not victory, is yet revenge. “

Revenge… In our case, Consumer against Provider.  Mistreated person against heavyweight corporation. Does he stand a chance?

Today’s consumer is smart, educated and a bit arrogant. He understands that there is a plethora of companies, seeking his business, so he can get exactly what he wants. And what he wants is products and services for the price he can afford, in the shape, size, color and tech specifications of his choice.  He wants money-back guarantee, lifetime warranty, free in-home service, and would like the seller to throw in a massage and a free meal.  It looks like a consumer is in the driver’s seat.

But then our consumer collides with an errant provider, and this causes a minor fender-bender, or a profound wreck, or a life-threatening accident. The consumer fights – with all his knowledge, vigor, patience, and faith in fair reality. And yet, he loses. Completely. Finalized, wrapped, sealed.

Here comes a time to take revenge.

A Wise man said, “Revenge is often like biting a dog because the dog bit you.” Will a big corporation dog even feel a consumer’s passionate bite? Does a consumer stand a chance?

Today’s consumer is well-equipped for educated vengeance. He has Internet – a tool, way more effective than glue on the chair or poison ivy on toilet paper. If you are reading this article, you already know about complaint boards. You know about consumer protection and contribution to bad publicity.  You probably know about BBB, FTC, CFPB, CPSC, CFR and other abbreviated tools of retaliation against badly behaved companies. If you are high-tech-savvy, you are also aware of CPC Click Abuse, linking inappropriate web-pages to the enemy’s official website and other accessible cyber-crime weapons. And hopefully, you are an educated consumer, who will not go too far and cross ethical lines in revenge.

In our case, revenge is a proper desire for justice. We try to be reasonable, despite the urge to rip a chunk of enemy’s flesh, which is primed in our genes. A Wise man said, “I will not leave you until I have seen you hanged.” We don’t want to go this far. We just wish to make the other side go through what we went through. We want them to feel what we feel (which is very common tactics of revenge against a cheating spouse.) Will it work in our ‘consumer-against-corporation’ case? Probably, not. The corporation will not feel exactly the same, and the consumer’s loss is anyway irreversible.

A Wise man said,”There is no revenge so complete as forgiveness”. Forgiveness is an honorable route, but in our case, what it will make our consumer – a saint or a looser? He has already accepted the abuse and humiliation. He has already lost. But maybe his vengeful actions can make the abuser stop and never do it again?

A Wise man said, “An eye for an eye makes the whole world blind.”  But if our consumer throws an educated controlled punch in the eye, it will not blind the enemy, and maybe will force him to open the eye wider and see clearer?

A Wise man said,”Revenge is sweet, and not fattening.” So, if you have the time, the skills and the anger, go ahead and have your sweet revenge!