The Hidden Power of Noncustomers: Grow by Reaching Those You Ignore

During the spring, a neighborhood bakery, Sweet Rise, noticed its loyal morning rush dwindling. Most regulars were busy workers, clutching coffee and rushing out the door. Despite endless promotions and new pastries, things felt stale, both in flavor and foot traffic.

One afternoon, the owner, snapping on her blue gloves, watched as a group of older adults strolled by—never stopping in. She realized she had never really considered anyone but her regulars. By listing out the bakery’s main customer types, her team quickly saw a big gap: retirees, students, families, and club groups rarely walked in.

Instead of another sandwich deal aimed at the usual crowd, Sweet Rise brainstormed ways to attract someone new. They set up an afternoon tea with gentle music and comfortable seating—a scene different from the rushed, crowded mornings. Word spread through the community center, and over the next month, faces once outside now filled the cozy space.

After the trial, sales between 2 pm and 4 pm doubled. More importantly, the bakery became a neighborhood hub. New regulars brought friends, many who had never visited before. Behavioral science calls this a “market extension”—capturing entirely new pools of demand, not just fighting for the same slice. The move required just a few simple changes, but it made a major difference in growth and community impact.

Take a look at your usual audience—or your friend circle, your club, or your business contacts—and ask yourself who's regularly left out. Then, pick one of these groups and stretch your imagination to invent ways that would catch their interest. Don’t overthink it—just brainstorm, maybe even ask them directly. Set aside one event, meeting, or strategy shift to focus only on serving this new group, then pay attention to the result. You might be surprised how much fresh energy and growth you unlock, just by reaching a little wider than before.