There’s a coffee shop a little ways away from me that is my absolute favourite for pour over coffee, both for the coffee he serves and the beans he sells. Not only that, the guy demands respect.

People who know this area know who I’m talking about, but this guy does everything possible for his current customers. Including purposely not promoting himself unnecessarily, and even going out of his way to decline requests for media coverage.

That to me is the ultimate service to your current customers. He knows that he’s sitting on a gold mine of coffee goodness, and he knows that what he does has enormous potential (at least he should). Yet he chooses to serve only the people in front of him, and he does a good job at it too.