"I settled for a coffee. Mustache guy made it, and then said, “That’s on us, since it isn’t what you wanted.” Wow! That’s when I realized that **Boonton Coffee Co. isn’t in the business of selling coffee. They sell comfort.** So it doesn’t matter to them if I go down the street to “the other place” to get a chai tea. They know that I’ll be back to get my coffee from them." ([Location 2429](https://readwise.io/to_kindle?action=open&asin=B07SZQMH7Z&location=2429)) --- **Tags** -- [[quotes]], [[business-development]], [[marketing]], [[sales]], [[product-management]], [[client-service]] **Source** -- [[202410110432 - B - Fix This Next]]