Yes, I said “knew how to tell their story.”
I’ve had numerous conversations with business leaders about Starbucks’ concept of a “third place” and how other businesses or non-profits could harness that feeling. We have work, we have home … Starbucks was that third place, a getaway, a place to relax, etc. etc.
Then they installed a drive-thru. So much for a third place, it was just a stop on the way to either home or work. They’ve put another nail in the coffin now with instant coffee. Doesn’t get any less third place than that.
Starbucks no longer has a story to tell. Their story is now the same as McDonald’s and Folgers.
I’ve seen the same thing in other businesses and non-profits. They start off with a core calling, know who they are and what their vision is. Then they either get bored or see the business down the road try something new and they change their story. Toms is another great example of a business that started off just wanting to help shoeless kids clothe their feet. The main idea was, you buy one of our shoes, we’ll give another pair to a child in an impoverished nation. But as Toms got popular and trendy they started building off their cool appeal and lost the core of their story. No cause just cool and that is always changing.
Excellence as marketers is all about being great storytellers. Know your story and stick with it. Don’t let things–even seemingly good things–distract you from your unique story. When you start to change your story, often you don’t end up with something new, you end up without a story to tell.
Let someone else sell instant coffee or add a drive thru. Put your efforts into creating a more excellent third place, whatever that unique component happens to be for your business or non-profit.
