or more often, the story gets better, because there’s a lower cost to drawing an existing customer back. Then if you find others like that person, and answer their needs, better still . . . This goes on and on. If you have a strong foundation, you’ve got a place to stand, and the numbers give you a lever. With those, as Archimedes said, you can move the earth—or at least the needle at one small-town coffee shop.”
