Coffee kick starts the morning for most people in the world
“Each year some 7 million tons of green beans are produced worldwide. Most of which is handpicked.” Coffee Statistics
People love coffee. There wouldn’t be a demand for people to handpick millions of tons of coffee each year if there wasn’t a strong demand for the little beans that turn morning zombies into day workers, artists, bloggers, and innovators.
Without coffee in the morning there would be a lot of people struggling to wake up and commit to working on the things they love.
Somehow, over many centuries, coffee has become a ritual. The ritual knows few boundaries including ethnic, geographic, or demographic. The power of coffee as a product is its ability to become part of people’s routines.
When mornings begin, coffee is often the first thing people think about.
So the question is…
What makes your product as necessary to the daily lives of your audience as coffee?
Asking yourself what makes your product or service like coffee is simply a way of restating the ‘So what?’ question each entrepreneur needs to ask themselves at some point.
What about your product is going to make people think about reading your insights and observations all the time?
What is going to make people think about you and your business when they come across a problem in their life?
When people are frustrated with aspects of their lives they look to sources of insight and innovation for answers. Companies often fill the void left by frustration by having a proven track record of creating products and services that add value to the lives of consumers.
How can your company be a company that answers the frustrations of consumers?
When a passionate hunter wakes up in the early morning of the archery deer season and heads to the woods only to miss on a shot at a trophy buck, he’ll often look for answers as to why he missed?
Did the arrow come off the rest?
Was the draw length not set properly?
Was the trophy further away than originally thought? Was it closer?
Did the sight come loose sometime in the ATV ride to the truck?
Could there have been better preparation?
Frustrations lead to questions about all aspects of our daily lives. When companies are able to answer the frustrations of target customers they have formed a profitable connection.
When people needed an arrow rest to hold their arrows in place no matter what the condition or situation, the innovators at Trophy Ridge came along with the Whisker Biscuit as the answer to the frustration.
With effective marketing and positive reaction to the Whisker Biscuit, hunters began waking up each morning feeling like they needed to have a Whisker Biscuit on their bow in order to successfully harvest trophy game.
Just as people need coffee before they can be successful each morning, hunters felt the need to have a Whisker Biscuit arrow rest in order to be best prepared for any situation required to harvest their trophy of a lifetime.
Once you have successfully found a frustration and found a way to product a product that answers your customers’ frustration, the next step is convincing your customer that you are here to add value to their lives.
In its original form, coffee is bitter, black, and unappealing.
What would make a person believe that consuming a hot, black liquid each morning would somehow give them energy to perform?
Over time, people were convinced by marketers, friends, and family to consume coffee. And as each person tried the wondrous brew they became convinced of its power to transform them into super humans.
You need to show your target audience that your product has the ability to make them super human.
Reach out to the influential people in your target audience and get in their heads. Ask them questions about their frustrations. Innovate and test products that attempt to solve their frustrations. Ask for feedback and once you’ve convinced them that you have helped to make them superhuman, use the relationship to build a long-term marketing strategy that will build the buzz around your new Super Coffee-like Product.
Coffee ingestion is about a third of that of tap water in the US and Europe.
People wake up each morning feeling the need to brew at least one cup of the bitter elixir as a way to fuel them through their day. The power that coffee has over a large audience is amazing.
Every business has to pass the ‘So what?’ question before seriously considering the chance of making any profit. It is possible to copy processing and products, but in the long-term, customers are still looking for the one thing that puts you ahead of your competition.
The companies and products that are successful over the long-term are successful at:
What makes your product like coffee?
What makes you stand out ahead of the competition?
You don’t have to be entirely different than your competitors.
You do need to find the aspect of your business and product that makes people need you first thing in the morning…
Your business needs to be more like coffee
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