Unique service; deliver differently.
I go to Starbucks because I'm part of a large demographic who feels rich when they spend a relatively small amount of money on a lifestyle luxury to receive a consistently stronger cup of coffee in an easy to find meeting place. I keep coming back because they manned-up and replaced my prescription eye-wear when it was accidentally misplaced by one of the store's management a few years ago.
People talk about you when they are surprisingly delighted. Do more than your customer expects and they will talk about you.
Solve a problem or fulfill a desire better than the rest of the marketplace.
Find out what customers expect and then come to agreement and publicize what they can expect.
Tell a story people enjoy believing and then make it necessary for them to be a part of it.
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