" applies even to businesses that you might think of as boring or commodity-based. Michael Hanna (the mattress guy) talked with me about selling a mattress to a family with an infant and then seeing them return two years later with their three-year-old, who now needed to upgrade to her first bed. This kind of story, which Michael tries to communicate frequently, "

― Chris Guillebeau , The $100 Startup: Reinvent the Way You Make a Living, Do What You Love, and Create a New Future