Everyone Needs Different Kinds of Friends (and So Does Your Business)

Everyone has friends—and everyone needs different kinds of friends. Personally, I have three distinct sets of friends, and I value each of them deeply.

First, there’s the “Box Friend.” The Box Friend is the one who’s down for anything—as long as it fits neatly inside their comfort zone. They’ll go hunting, fishing, or maybe hiking. But the opera? That’s a hard no. It’s not in the box, and that’s just not who they are.

Then you have the “Let’s Try Anything” Friend. This friend will go to the opera with you after ziplining off a cliff. They’ll ask what you’re doing next weekend just so they can sign up for whatever wild idea you throw at them. They love variety, adventure, and spontaneity.

And finally, there’s the “Felon Friend.” This is the friend whose motto is: “You did what? I’ll be right over.” They’re showing up with a shovel—probably the same one you both used last time. They’re loyal to the core, ready to get you out of the messiest situations. They’ve got bail money in their back pocket and a no-questions-asked attitude.

Your customers? They’re exactly the same way.

You need variety. Some customers are your Box Friends—they love your standard offerings. Red, blue, green—they’re happy with the basics and they stick to what works.

Then you have the Let’s Try Anything customers. They want polka dots and pink. They’re looking for something different, something custom. They won’t follow your instructions, and they’ll use your product in a way you never expected. But they’ll also spark your creativity and push your business to innovate.

And don’t forget the Felon Friend customer—the one who saves your day. They catch your typos, offer feedback, buy your product over and over again, and show up right when you’re having a clearance sale and can’t move that last terrible idea. They’re the steady hand when you’re flat broke and out of options.

Your business may primarily cater to one of these types. Maybe you love serving the Box Friends—predictable, easy to please, and loyal. Or maybe you thrive with the wild ones who push your boundaries and demand fresh ideas. Or perhaps you rely on the faithful customer who always has your back.

The important thing is: all three types matter.

If no one ever challenges you to grow, you’ll never expand or evolve. If everyone just wants the same old thing, your business could get stale. And when you’re on your last leg, you’ll wish you had that loyal Felon Friend who shows up no matter what.

So, nurture every kind of customer relationship. Appreciate them for what they bring. And whatever you do—make sure your Felon Friend still has bail money.