Rise above to become aspirational.
Aspirational is a word I’ve been thinking about a lot. I’m a huge coffee enthusiast (who isn’t?) and I’ve gone out of my way to visit all the 3rd wave coffee places here in the city. I’ve learned one thing through those visits. They all subscribe to the same exact formula. They tweak it just a tad to be different. They have different names, they have (sometimes) different espresso machines and they (sometimes) carry and use different beans from different roasters. But what remains the same is the consumer touch points. They aren’t building an aspirational brand. They’re not providing a unique experience.
It was a great lesson. How can you be a destination? How do you become aspirational? It’s all in the work. You have to do the research, you have to brainstorm and you have to understand your consumer. Creating a unique and meaningful experience can create life long customer, great word of mouth and a long term thriving business. If you’re just like the other guys, then who cares? You’ll go for the cheaper or closer place instead of making your way over to the place you truly enjoy.
Being aspirational is a choice. There isn’t a guide to get you there, there are no written rules (and if you find some, they don’t apply) it’s all on you. If you want it, you’ll figure it out.
This series of content is a small experiment. I pledged to create a piece of content on my site for the next 365 days. You can read the opening post here. The posts aren’t limited to thoughts or ideas, they’re really just a way for me to create original content. If you got any feedback/questions, please reach out. Thanks for looking.