Givers and Takers

It's unlikely you look at your business this way.

It's time for you to look at your business this way.

You have categories that "give" ... when a customer buys from the category the customer immediately becomes more valuable to most/all categories.

You have categories that "take" ... when a customer buys from the category the customer aligns with the category and spends less elsewhere because of the purchase within the category. It would be like buying a Quarter Pounder with Cheese at McDonalds ... only for the customer to switch to a Filet o' Fish and not go back to the Quarter Pounder with Cheese. If your job is to sell Quarter Pounders with Cheese, you become protective of "your" customer.

This is the table we'll start noodling tomorrow.