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.