Habits, making and breaking
Habits are essential to marketing and to profits.
Starbucks in the morning is a habit. So is having your law firm do a trademark search every time you invent a new name. Buying bottled water is a habit, but it didn't used to be.
Making a habit is a lot easier than breaking one (ask a smoker) and habits often come in surprising ways (ask Jerry, who now has a manicure habit).
If you want to grow, you're either going to have to get more people to adopt your habit, (which might require breaking a different habit) or somehow increase habitual behavior among your happy customers.