I find it hard to believe the message that’s scrawled on the chalk board outside the deserted new cafe that still has that ‘unlived in’ feeling about it. The flustered, newly-minted barista is a dead giveaway. Every passer-by knows that it takes more than a week in business before you can make an all caps, “BEST COFFEE IN PERTH” claim.
It’s hard to believe the hype…..just yet anyway.

We hype things up to create interest and get attention. Hype is tactic to help us gain momentum. Hype is designed to be outgoing—a signal to the audience not necessarily something we tell ourselves or believe to be true.

But what if hype had a bigger purpose? What if it became a way to signal our intention—our promise to both ourselves and our customers and one we mean to keep?

A line in the sand has a way of creating an entirely different kind of momentum. What’s yours?

Image by Ramon Bonnet