What’s stopping more people from buying from you? (Part I)

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Why do you think that so many of us drink more Starbucks coffee now than ever before?

My 2¢: Because Starbucks has taught us to do so.

Through its advertising, its selection of coffees, its chirpy and pleasant baristas, its dark wooden counters, the jazz music in the background, etc., Starbucks taught us that good coffee doesn’t come in big vacuum-packed cans or styrofoam cups.

Starbucks started a new chapter in the life of coffee. It was a chapter most of us never knew was possible. Its title: You have a right to expect something different, something better from coffee.

Starbucks then went on to teach us that coffee drinking can and should be an experience, and that you should have Starbucks any time you feel you deserve a small luxury, want to be social, or simply need some quality ‘you time.’

By going to Starbucks, without saying a word, you’d be saying that you get all of that. And, by extension, again without saying a word, you’d be saying that you are a smart and savvy person.

Once Starbucks explained it like that, not only did it win new customers, it also got a lot more people to start drinking a lot more coffee. Period.

Over to you: What’s stopping you from starting a new chapter in the life of your industry? What’s stopping you from announcing that it’s our right to expect something different, something better from your industry? What’s stopping you from painting that paradise for us?