We are in the people business serving coffee.”
said Howard Schultz, Founder of Starbucks ☕️
Both sound similar but are completely different approaches to Starbucks’ positioning.
People could get coffee anywhere, but at Starbucks, they get a sense of community, a connection to the place and one another.
❌ “The coffee business serving people” 👉 speaks about their product.
✅ “The people business serving coffee” 👉 speaks about the added value the product brings to a person’s life.
Subtle, yet very different.
How can you rephrase what you’re providing in terms of the value your customers get?
… … … … …
Want to see how you can speak about your product in a simpler way?
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