Bill nodded and turned to Janice. “I think Josh just helped us understand our niche and where we need to invest our marketing dollars — focusing on attracting and retaining these unique individuals.” Employee morale immediately skyrocketed, because the employees had a 昀椀rm idea of what the store stood for. Janice and Bill let some of the disgruntled customers “go” by tactfully suggesting that the discount store down the road might better suit their needs. They focused on the loyal customers, renaming them “clients.” 22