I just had a coffee and friand (raspberry and pistachio) at my favourite café in Sydney. It's way cool—it has a downstairs area that makes you
feel like it's only available to those in the know. The staff treat you like a friend, the baristas are Italian and the food is great.
As I was being served my coffee I found myself thinking "I don't care how much this is costing me"—and that is the secred to differentiation that allows you to charge a premium. Have a product and service that makes your customers think that!
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