How many baskets?

For many organizations, power and growth come from the idea of having lots of customers and even more potential customers. Lots of eggs, lots of baskets.

When one gets annoyed or leaves for a lower price or goes out of business, no big deal, there's always more where he came from. Believing you have an abundance of alternatives means that you can mistreat, ignore or reject any individual if you like. Or make something that merely delights a few, instead of all.

Even a frequent flyer with 100,000 miles on his account is disposable when you have millions of them.

For a few organizations, the opposite is true. One basket, cared for and watched carefully. When no one else can focus on and serve that customer as well as you (because you have no choice, it's your only basket) you have a huge obligation but you also have a platform to do great work.