The owner of our local organic store has built a thriving business. It’s the go-to place for people from the suburb who are happy to invest in a story about the benefits of eating well. He’s recently opened a new store in another suburb but hasn’t been able to replicate the success of the first. One of the sales assistants I spoke to has a theory about why the second branch isn’t doing so well. It all comes down to the story people believe before they set foot in the store.

It’s obvious from the street that store one sells health food and sustainable products. Everything from the location, signage and ambience gives a prospective customer clues about what to expect when they get inside. The second branch is bigger than the first. It has a cafe located at the front. The interior design is sparse and industrial. The products aren’t visible until you’re deep inside. It looks and feels just like any other grocery store and cafe. The result is that people are confused about what the place is and who it’s for.

If we build it, they will come—but only if we’re explicit about who it’s for and why it’s for them.

Image by Sascha Kohlmann