When Alex Hillman told me about his decision to remove The Tiny MBA from Amazon and sell it only through his own website,[45] he explained that the long-term value of the customer relationship was a big part of it. He knew that he would sell fewer total copies without the flywheel effect and exposure of Amazon. But he also knew that each copy sold would be 10x more valuable if it arrived via his own website, since he would receive the email address of every buyer, allowing him to stay in touch and let them know about his business’s other relevant offerings.
