A few weeks ago I went to a hipster coffee shop.

I ordered one coffee and then proceeded to wait.

And wait.

And wait.

24 minutes later, they handed me my coffee.

I know what you’re thinking, “It was probably very complicated, requiring special beans shipped in by hand and a burro.”

It wasn’t, it was one small coffee.

I knew it took 24 minutes because my receipt had a timestamp.

The problem is that every dream and business has a breakpoint, that moment where you forever lose a customer or a follower.

Will I go back to that coffee shop? Of course, but maybe another customer won’t. Maybe their breakpoint is minute 23.

Never take your fans, followers or customers to the breakpoint, that moment when you lose them.

It’s hard to get a loyal customer back once you’ve broken the relationship.