1. What are three lessons that other start-ups can learn from Crumbs’ failure?

2. To what degree do you think Crumbs should have been able to anticipate a decline in interest in gourmet cupcakes?

3. Why do you think Crumbs doggedly stuck to its singular focus on selling cupcakes, in light of declining same-store sales?

3. Was Crumbs’ failure preventable? What, if anything, could have been done to save Crumbs? Based on the material in the chapter, what types of growth could Crumbs have pursued that it failed to pursue?