Bread Society is a beautiful artisan bakery in Singapore (the website doesn’t do it justice). At the back of the store the bakers roll, and knead and prove in full view, whilst just in front an assistant packages delectable breads. Self serve cabinets filled with Chocolate Melon Brioche, Honey Lemon Danish and Sundried Tomato Bagels are lit from above by glass chandeliers. It’s an experience from start to finish and a story we want to tell.

But the company doesn’t want us to share it. When one of my boys tried to take a photo he was politely informed that photography wasn’t allowed. We’d missed the sign in the window.

Why go to all the trouble of telling a great story, and creating a fantastic experience only to stop the best marketing you could ever dream of from filtering out?

If you’ve created a brand story worth sharing why worry about the competition?
A secret sauce is worthless without people who care about what you do and why you do it. Your mission then isn’t to prevent your idea being copied or stolen, it’s to find a way to matter.

The bigger concern for any business now is not the competition, it’s obscurity.

Image by Robyn Lee.