I recently stumbled upon an article from Fast Company on Starbucks’ newest menu item–the Flat White. You may have seen promotions or heard the buzz
Love it or hate it, the sales pitch is part of everyone’s reality. Whether you’re looking for experience and confidence from a consumer’s perspective, or committing to making them part of your process as a brand, they're an important formula for success, from both sides of the table.
I'm not the most talented. I'm not the smartest. And I'm definitely not the best looking. But I'll compete with the best of 'em when it comes to working hard. And that's how I do it. That's how we've done it as a company (because this philosophy rings true with every one of us). Through exhaustion, stress, frustration, elation, joy, challenges, and triumphs, I'm not - we're not - afraid to die on the treadmill.
I believe that activity follows identity. Before you can become something, you have to become someone. For me, becoming a writer began with calling myself one, acting like it, and then believing it. It's like a Jedi mind trick for becoming your true self.
There is a familiarity we crave as consumers. We want a product or service to resonate. It may seem more alluring to come up with an idea that's never been considered (good luck with that noble pursuit), but what really works is taking something that exists and making it better, making it different, making it your own.
How do we, as brands, sustain those unique experiences and first encounters? Maybe it's less about trying to recreate the initial experience and more about breathing new life into the brand through something familiar.