How did the boy build the crystal merchant's business?

Santiago
soon discovers that the crystal merchant isn't much of a go-getter when it comes to running his
business. The crystal shop is doing well, but Santiago realizes that it could be so much more
successful if only the crystal merchant would take some risks and show a little more imagination
in promoting his business. But the crystal merchant's risk averse; he's firmly stuck in his
comfort zone and doesn't want to step outside. This is a man who's unwilling to follow his
Personal Legend; he wants to make the pilgrimage to Mecca but isn't prepared to do anything
about it. So it's hardly surprising that he needs a bit of a shove from Santiago to make his
business run more effectively.

Santiago comes up with the idea of promoting
the crystal merchant's business by building a display case outside the shop; he thinks it will
attract more customers. The crystal merchant was always reluctant to do this as he was worried
that people might bump into a display case and smash his precious wares. But Santiago's idea is
a winner, and soon more customers are beating a path to the crystal shop. In addition, Santiago
comes up with the idea of diversifying the business by selling tea. This also proves to be a
highly successful move, and it isn't very long before Santiago has raised enough money to return
to Tarifa and buy himself a large flock of sheep.