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"An interesting distinction..."
Hello
In town just a month ago (town for me being:
Royal Leamington Spa) Sharon and I went into one of the world’s famous coffee
shops: Starbucks.
Now...
I don’t why I keep doing this and following
this visit my wife, Sharon, suggests we never make the same mistake again.
What’s the mistake?
Well – I can’t find a single coffee I like the
taste of; despite having been through most of the listing. To my taste they are
all bitter!
But maybe...
That’s what people like. In fact: they must do
– just look how the stores have proliferated. Any way...
Moving on – Howard Schultz The CEO of
Starbucks gets some really vehement comments about his business and his thoughts
(just look on You Tube) but it’s not his business per se I want to make a point
about.
It is...
What he once said in a memo he sent to
Starbucks partners. I thought the phrasing was superb, the emotional tag well
constructed and the rhythm of the message had more taste than anything served
over his counter.
Here it is (please read at least 3 times):
“We’re NOT in the coffee business serving
people; We are in the people business serving coffee!”
BRILLIANT!
And you know what...
It just has to be well worth the time and
mental effort to set aside some precious and spend it thinking about our own
businesses in similar vein. Agreed?
Just think for a moment...
If the holiday
company people realised they were selling
dreams not hotel beds.
If some
booksellers realised they were selling
escapes not words
If the
restaurateurs realised they were selling
memories not food
What different marketing...
Methods, media and words they would use – if
ONLY they knew!
Well now....
You
know – don’t you?
Will you take some time and decide just what
it is you sell. It’s not just a matter of distinguishing between features and
benefits. No! It’s far far far more stretching than that...
Just like...
A twirling swirling whirlpool
The steps to perdition
And the plot of an Ayn Rand book
Are usually far deeper than at first imagined
Go on then...
Peter Thomson
Editor and
“In
The People Business Sharing Success Ideas” Publisher
tgiMondays
PS:
Feedback and comments to:
peter@tgimondays.com |
