You've spent a lot of money on your business. You set your alarm at night and you're not surprised that you need to wake up 4 hours and 20 minutes from then. However, what makes you smile, hopefully, is that you are passionate about your business and your business dealings bring you great joy. I am privately embarrassed when I say to myself, "Wow, that's an awesome cup of coffee!" I spend almost every waking hour in my roasting room, roasting, grinding, and packaging coffee. Throughout the day, I exclaim, "Wow, that's an awesome aroma." Do you catch yourself smiling during the day because you love what you do? If not, find something that's fulfilling. If you still love what you do, I have another question for you to ask yourself daily: "Who else does that?"
If you ask yourself or your employees, "Who else does that?" and you realize that other businesses around your area have identical processes and products, then you need to reevaluate how you conduct business. Every day, I think about the
Blue Ocean Strategy book that reminds you to create a business model that is unique. The Blue Ocean Strategy teaches us how to create a Blue Ocean all around us so that sharks (competitors) have a long way to go before they can imitate you. So, in addition to being passionate about our products and services, I also say with wonder and joy, "Who else does that?" If you ask that about many of your great products and the answer is "No one does that like we do," don't relax, but your competitors can't touch you, yet.
At Chazzano Coffee Roasters, we started with fresh roasted coffee, the core of our business. Then, customers asked us about if we serve tea. We found the freshest, high quality tea around with our tea purveyor,
Zen Tea Traders. The next step to "Who else does that?" was with our organic milk from Thomas Organic Creamery. It's in the grass fed cow on Sunday, bottled on Monday. and delivered to Chazzano Coffee on Tuesday. It's impossible to get it fresher unless we lived on the farm. However, I was unhappy with our useful but incongruous purchase of hot cocoa mix from a huge company. Therefore, I asked my CBO (Chief Blend Officer), my wife Lisa, to come up with a few hot cocoa blends that are vegan and use the freshest ingredients. Who else does that? Not many, is the answer.
If you want fresh roasted coffee delivered straight to your office or home door, just a few hours after you order it, Chazzano Coffee Roasters does that. Who else does that? No one. If you want to experiment with 8 different ways of brewing coffee in the same cafe, Chazzano asks you to Drink for the Cycle. Try the same single origin coffee as a French Press, Iced, Vacuum Syphon, Espresso, Pourover, and Turkish. If you still have room for more caffeine, then try your coffee brewed with an AeroPress, Clever Coffee Dripper, or Moka Pot. Who else does that? No one.
Look around all of the services and products that your business offers and ask, Who else does that? Modify your products to set yourself apart from the competition. If you offer food products, are they the freshest around? If you provide a service, can you change the way you provide the services to benefit your customer without hurting your profit margin? Remember the definition of insanity, doing the same thing over and over again and expecting different results. Just don't be insane.