You could have made a cup of instant coffee at home for a few cents this morning. Or you could even have splashed out on a flavoured Nespresso, brewed in your kitchen at 60 cents a shot.
So why did you go to Starbucks and pay eight times that price for a commodity?

A marketer would say that what you paid extra for was ‘the experience’.
The simple truth is you did it because it felt good.
That’s the reason your customers do what they do too.

Everything that Starbucks does, from naming their drinks to the music they play in the cafe is designed to make you feel good. It’s intentional, they do it on purpose.
That’s why it works.

What are you doing on purpose to make your customers feel good?

Image by Ronald Felton.