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Become extraordinary and you'll sell more coffee (or whatever you sell).

Happy 4th of July, America. As I sit in a coffee shop on the anniversary of my country's birth, sipping from a 16-ounce cup of coffee, I pondered this marketing and branding question: What makes us buy what we buy? If I sat this cup of coffee--emblazoned with a green and white logo of a smiling, 16th-century Siren--next to a 16-oz cup of coffee in a white Styrofoam cup, which one would you be more inclined to purchase? Survey saaaays, the Siren, aka, Starbucks. Buy why? Starbucks does an amazing job building a brand, which at its core, is based around the user experience in their stores. At the end of the day, is a Starbucks coffee bean "better" than a Dunkin Donuts coffee bean? Is a Dunkin Donuts coffee bean "better" than a private label coffee bean at your local grocer? That could be debated, but numbers don't lie--people flock to brands that are centered around an experience.
Let's stop talking coffee, and start talking about you. What experience would you like for your customer to have with your product or service? What do you want them to say after they have left your place of business, or after they have used your product? Now ask yourself, is your user experience strong enough to compel that same customer to return to you for the same product in the future? Or would you lose them to a competitor? These are the hard questions, of which their answers could determine the profitability (and viability) of your business.
Take out a sheet of paper and write down 5 things that could help "WOW" your customer. Think of something that your competitor isn't doing, or that you could do better. Now, you are on the pathway to having something worth marketing. There is no need yet to "market" something that isn't meeting or exceeding an existing need in the marketplace. Let me know if I may of any assistance to you as you take the bold steps of stepping outside of the trite and into the extraordinary.
Happy 4th,
Kevin
CEO, The Euniek Group
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