I talk a lot about finding the stories that define you as a specialty coffee business. And I talk about using those stories to differentiate your business from competing brands. When I talk about stories, people often assume I mean origin stories, founder stories, employee stories, or stories around consequential events in the growth of … Read more
If you heard on the news that heavy flooding had caused five deaths in Shimen County, Hunan Province, in central China, you probably wouldn’t feel much. Sure, it’s sad. But it probably wouldn’t make you feel sad. And if I asked you about the flooding story later the same day, you probably wouldn’t remember any … Read more
In my last post, I wrote about how the secret to differentiating your business from the competition is to tell your unique story. Every business has its own founder story, origin story, employee and customer stories, and more. In this post, I want to show you what I mean. For the purposes of this demonstration, … Read more