Connect and strengthen.

Coffee shops serve people who already like coffee. A coffee shop is a connector of coffee lovers, and if they make really good coffee, they strengthen that love. Occasionally, someone brings a friend who thinks they don’t like coffee, convinces them to try and converts them. That’s the audience doing the work of growing by itself. In other industries it’s harder to know and grow your audience, so there is a “mystique” about it, but it functions the same.