• Divide your customers in two distinct kinds: fast food and gourmet. • The fast food customers just want to do a transaction with you (usually for the lowest price). The gourmet customers want to have a long-term relationship with you (price is not an issue). • Most entrepreneurs have too many fast food customers, and neglect the gourmet customers. To get more gourmet customers, you need to develop a gourmet BIG Idea for them.