Synopsis: If you run a business on a small island, every interaction matters and every customer is precious.

There’s a finite number of people you’re going to be able to sell to, and every person you interact with knows everyone else, so you always have to be on your best behavior. You can’t say, “tough” and then go on to the next person. You can’t run ads that churn and burn through an endless supply of naive prospects. You only get one chance to make a first impression, and on the island, that impression matters.

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