Even at the customer-service end of the operation, it’s not enough simply to supply the service. The service has to be amusing, interesting, compassionate. Companies that create a positive experience are rewarded with loyalty and premium pricing, while companies paying attention only to the bottom line are not.

Some founders are not only the first-and-best sales-person, but also natural evangelists. More, they’re on a mission to educate the world about their passion. They don’t see a lack of interest as a barrier, but as an opportunity to change minds. That is a difficult, expensive, and slow path7, but it is a path, and one that could result in zealous,