• 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.
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