Though their initial instincts when founding the company created a nice business, they lacked the insight to get it to the next level. A leading Celebrity Guru’s book had convinced management to delight their customers. Yet, no one in the company understood what this meant from a customer’s perspective. We started by developing a customer behavioral model with the team. This indicated some distinctive behavior patterns, which they initially rejected because of the delight mentality. If nothing else, we are like dogs on a beloved bone. Showing them different cost implications got their attention, and put them on a path to make critical changes with their customers, including who was the #1 priority to delight before anyone else. In one year of them following the new customer behavioral model, sales were up 70%.