The hidden persuader of marketing would have you know that there is more to coffee than what you drink. Same goes with your tea, Coca-cola or Redbull.
Some would go to great length to let you know that their beans are carefully curated and processed optimally to deliver the perfect cuppa to make your day great.
Others like Starbucks will offer you an experience that makes the ordinary extraordinary as they infuse principles such as Make It Your Own, Everything Matters, Surprise and Delight, Embrace Resistance, and Leave Your Mark, into their service culture to connect with the customers.
When the process of getting your brew and/or the aroma and taste of the product delight your senses and provides a launchpad for inspiration, you won't bother to negotiate the price.
Unique Value Proposition is what makes some roasts winners of your dogged patronage.
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