the second step was to give every villager a free sample. none of them knew they wanted coffee before they tasted it, but once they had tried it, they wanted it all the time.
soon, the guru had sevens and sevens of villagers wanting to buy his coffee, and he sold so much of it that his stream began to run dry. soon, it was no bigger than a trickle.
but the villagers still clamored for their coffee, and the guru did not know what to do.