Sep 13, 2025
Playa Caracol, Panamá 

“Well, the place is hopping with the local crowd. Must be good.”

(Can’t read the full email – click here for the online version.)

We were truly second guessing our decision to save money by renting an old model car from a brother of a friend. Not only did it appear that the air conditioning had decided to stop working but when we tried to get to our next destination on our list of errands, the car simply died. No lights. No power. No ability to even lock it.

A frantic call to the owner had him drive over on his motorbike to assess the situation. 

“Hmm – never seen this problem before”, he murmured.

Then he quickly popped the hood, moved the cables on the battery side to side and tried the car again.

“There you go – good as new. You must have hit some big pothole on the way out from your place and battery connections slipped a bit.”

Such can be life in Panama. Big problems are made small, and the world continues to turn without so much as a flutter.

We’re back in our home country after a 2-month absence. The road that connects our beach community to the Pan-American Highway is worse than it was back in June. The constant use by heavy trucks that ply it for the construction that continues nearby, damages this road faster than they can fix it. One must remain vigilant and quick to weave one’s vehicle back and forth, swerving this way and that to avoid an axel breaking drop into any of the innumerable holes in the blacktop. And this is during the day, in full sunlight. One drives the road at night, in the rain, at one’s peril.

Today, however, as much fun as it is to regale on the travails of travel in this “middle-earth” land, I wanted to tell you about an experience we had last week in Calgary, Alberta.

We were staying with friends there, while we waited to consummate a sale of our car. One evening, we all decided it would be cool to try an Ethiopian restaurant we had never been to before.

It was located in popular area, just south of downtown. We arrived shortly before 7 pm. As we neared the place on foot, we could see it was busy. In fact, we were worried that perhaps there would not be a table available.

Fortunately for us, a small group was just leaving as we arrived, and we did not need to wait.

Next commenced the interesting and not without some challenge, decision what to eat that would work for the 4 of us. Our waitress was helpful as were our two friends who knew a thing or two about the type of food we were ordering. 

Well, the food was amazing and the style unique. One uses a type of rolled up bread called Injera which ‘Google’ tells me is a sour fermented pancake-like flatbread with a slightly spongy texture, traditionally made of teff flour.

One uses this bread to pick up and eat the food which is placed communally in front of you. Utensils are not used, traditionally. And as I looked around the place, no one was eating their food any other way. In fact, we were the only Caucasians in the place, and it was packed.

It was if this was not only a restaurant with great food but also a place for Ethiopian immigrants, both recent and descended, to come and socialize. This was easy to see by the greetings they gave to newcomers and the repartee with the staff and owner.

Later, the owner herself came up to check on us. As it turned out, she knew our friend’s daughter-in-law well, (she is Ethiopian) and had even attended the lavish wedding a year before. We were being treated well already but now the service improved even more.

The key lesson for you business owners and coaches, however, is not the level of service nor even the quality of the food. Those are always necessary.

No, the key point is the market they are targeting, a very specific and small one. Their own community, which in Calgary is only some 1800 – 2000 people of direct Ethiopian ethnicity with an estimated 4000 more who are second generation.

This restaurant does not purport nor try to be anything more than they are. They are not serving hamburgers and fries or any other kind of North American fare. And I can tell you, that their community feels at home here and frequents it often.

Remember, the “riches are in the niches”. Follow this business’ lead and profit likewise.

-> Want to learn how to discover your niche to riches? Grab my free training here.

Until next week, 

Stay healthy and focus on profit! 

 - Hugh 
The “Profit Accelerator” Expert

P.S: Tiny, consistent wins—1–2% changes—can compound into 50–100% more profit in a year. Our team built a tool to unlock those gains. If you’re curious about how this can transform your coaching business, click here to explore further.

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