Guy orders a cappuccino everyday before work at a time when making good coffee was hard. Somedays the coffee is good. Some days it’s bad. Guy wonders, “what if my coffee was just good every time?” He opens a cafe and pays attention to the coffee. Wow. It’s good every time. The people come. They are happy. But he wasn't satisfied.

Working with people is hard. He studies leadership. Neat. It’s no longer just about the coffee. He wants to build a nice place to work. He hires happy baristas and the coffee and happy baristas make the people who visit the cafe happy. This is good. He is pleased, but there’s still lots to do. And he's still not satisfied.