What business are you really in?
Came across this little signboard outside a cafe in North Sydney recently ...
Those two lines at the top are loaded with value and benefit.
More importantly they tell us that the owner knows exactly what business she's in.
She doesn't just sell coffee. Everybody does that.
Instead her product, service, and experience help to magically transform you from Early Morning Zombie You, into a More Awake Human You, into totally Super Human You so you can go and kick ass.
It's called benefit laddering, or as I recently heard it called: 'Super-Claiming'.
What's the ultimate emotional benefit of the benefit?
So, question for you to think about as you enjoy your coffee this morning:
What business are you really , Really, REALLY in?