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Chapter 1
Defining the Customer
Value Proposition
THERON HUNTER’S COFFEE SHOP
Theron Hunter was a coffee man. He had
been going to the annual National Coffee
Association conferences since 1993. He
loved the countless varietals of coffee
beans and savored the subtle differences
caused by climate, soil composition,
and farming methods as would a true
wine connoisseur. He also had become
involved in the fair trade and sustainable
harvest movements before the chain cof-
fee retailers did. It had been Theron’s
lifelong dream to open up a successful
coffee shop that embraced the richness
and diversity of flavor that he knew
could be expressed through ...