Everybody’s obsessed with finding a niche when what they should be doing is expressing a worldview. ~ Amy Hoy

Have you ever been to a chocolate cafe? There’s a new one in town and we went to see what all the fuss is about. I’m not talking about a big franchise operation here— I’m talking the real deal chocolatier. The kind that displays individual chocolates in glass cases like jewels, where the assistants handle everything with gloved fingertips. A place that labels itself a chocolate salon and not a cafe at all, where you blissfully buy $12 brownies, $8 chocolate bars and can’t get a seat.

Now all chocolate cafes are not created equal. This one just happens to be expressing a worldview with knobs on. It is gently whispering into it’s customers ear, giving her an opportunity to feast her eyes and imagination while appealing to her very soul. The extravagant $12 decision is made based on nothing to do with taste or facts and everything to do with what she cares deeply about.

Your customer cares that you made an effort to seduce her. She wants to be able to tell herself a story about being flamboyant, outrageous, passionate, determined and successful.

The reason you exist is to allow your customer to express her worldview.

People don’t just buy your physical product, they invest in their unspoken worldview reflected back to them. Things that they really care about like success, freedom, happiness, fear, popularity, legacies and love. The sort of stuff that matters more than just chocolate sauce and caramel swirls.

Image by teddy-rised.