What Side of the Hustle?

Some time ago I watched one of those tradicional movies about people who instead of gamble in a cassino use a systematic way, or if you prefer cheating, to beat and win a lot of money. The movie that I am talking about is the 21 and in this movie some guys from MIT with their teacher created a system of counting cards and starting to act following some roles where some of them loose some money but other members of this group  wins a lot.

Ok, this is an old fashion Vegas movie script I confess but if you go further there is a valuable talk involving a man that´s probably the cassino owner and the chief of the security (interpreted by Laurence Fishburne) called Cole Willians. Cole is an old school professional that knows how to count cards to win in blackjack and while he watches the monitors he identify this group cheating, he starts a conversation with the cassino owner (the talk that happens in minute 2):

"Let's just say I like being on your side of the hustle". That is the point. This cassino assumes that if someone who is analysing some data is cheating but in the other side it is also analysing a lot of data about his customers to create a "sistematic way of" rise his profits.

One example of this that I extract from Super Crunchers is about the Harrah´s cassinos. They knows exactly how much money you can loose in their cassino in one night and still come back. They call this amount of money of the Pain Point and when a custumer is almost hitting this point they send you a "luck ambassador" and offers something "for free", e.g. a dinner, to force you stop playing in the right time and everybody have a happy "end".

This is just one example of a company that is thinking with numbers instead of having only the "old school" skills and no matter in what side of the market you are, you should also do this. The movie also talk about old companies that did not upgraded its way of work and because of that are loosing a lot of customers, this is really happening and the main dangerous trap is that if you aren´t counting your cards probably when you discover it, that your customers had gone, it will be late.