Starbucks Magnetism
The other day I ordered a latte on the Starbucks app, and - when I drove to pick it up - I discovered that this particular Starbucks location was inside a massive mall.
I parked, ran through the blizzard-cold parking lot, and hoped that the Starbucks would be right inside the mall entrance.
It wasn’t.
It was on the opposite side of the entire mall.
As I walked there, I experienced the sad truth of many contemporary malls. Store after store had large, bold signs declaring 50-70% off.
In the middle of the mall were small booths with employees calling to me, “Hey, over here!” while they held up jewelry, watches, and gadgets.
This only made me speed up and avoid all eye contact.
Eventually, I made it to the Starbucks, picked up my drink, and then looked the barista in the eye to offer a genuine “Thank you.”
How did Starbucks do that?!
They got me to 1) purchase a high-priced drink on their app 2) park and get out of my car and then 3) walk the entire distance of a rather large mall simply to procure that drink.
And… at the end of the process, it was me thanking them!
Oppositely, how did the jewelry, watch, and gadget-sellers (not to mention the dozens of 70% discount stores lining the mall) fail to do that!?
They had me literally racing to avoid conversation, eye contact, and consideration of the products.
Which is to say…
One I chased. One chased me.
One I thanked. One I gave the cold shoulder.
One felt like value. One I didn't trust.
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If 2025 is the year where people chase your services, offerings, and programs (and even give great thanks for the incredible value you offer!)…
Then this much is clear to me:
Don’t spend your time racing to the price-point bottom and pleading.
Prioritize quality.
Provide real value.
Be of genuine service to the actual needs of others.
People will go to great lengths to get that.
