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Wednesday, June 1, 2011
The going-to-work side of the street
"We located (our stores) in lobbies and on the going-to-work side of the street".
I just finished CEO Howard Schultz's 1997 book "Pour Your Heart Into it: How Starbucks Built a Company One Cup at a Time" (and no, I did not start reading it in 1997 smartypants) and the simple statement above is one that really resonated. The going-to-work side of the street. Simple, uncomplicated language to distill the key to Starbucks store location decisions and which speaks volumes about the clarity of Starbucks' mission to gain its audience.
So what's yourgoing-to-work side of the street for your shop, your website, your sales pitch, your product, your marketing message? What need are you trying to serve? Where will your traffic be coming from? What will your potential customers be doing when you try to interrupt them? Are you on the right side of the street?