If you’re the only one selling water in a desert, and there are thirsty people around, you’re likely to make money.
You could make them wait in line for 2 hours, charge a criminal price, and sell it with a scowl; they’d still buy.
Sometimes, proximity wins customers.
That’s the Convenience Store model. Over-priced products with poor service, but available immediately.
However, there is a way to succeed without relying on proximity.
It requires consistency over many interactions. It requires making something worthy of sharing, or waiting in line for. It requires taking care with each detail.
At that point, we earn the trust needed to serve those beyond our immediate proximity.