It’s an old adage in business that the hardest customer to get is the customer you used to have. Once you’ve lost someone’s trust in your brand, persuading them to return is nearly impossible.
In the case of Wyoming coal, we can drop the word “nearly.” The customers we lose now, we will never get back. Energy exports are vital to Wyoming: Over 30% of the state’s gross domestic product is related to mining. But plant by plant, operation by operation, electrical generation across the nation is turning away from coal.