Bill and Becky operated a bakery and sandwich shop called Wholegrain Bakery. Customers lined up early each morning to purchase bagels, muffins, croissants, bread, and other goodies, but the bakery’s highly profitable specialty items—outstanding cakes and desserts—didn’t sell very well. Although they produced great products, Bill and Becky neglected to build the bakery’s image around their premium, high-quality items. Casual customers... > Full Story